Brand Audit Evaluation: Brand Communication- Research Report Writing Assignment

• THE LITERATURE: Theoretical understanding of specific branding perspective and use of relevant literature. Demonstrates in depth understanding about the perspective through a thorough and well synthesized critical literature review.
• RELATING THE CHOSEN PERSPECTIVE, THE FOCAL BRAND AND THE CHALLENGES AND OPPORTUNITIESDepth of thinking and analysis shown in brand perspective evaluation for focal brand and relates to the challenges and opportunities influencing brand management. Includes development of further knowledge about the focal brand.
• THE RECOMMENDATIONS Feasible and desirable recommendations for brand improvement, OR brand development with persuasive and logical arguments to support / justify desirable and feasible recommendations.
• IMPLEMENTATION AND IMPLICATIONS Further supports the recommendations with a realistic implementation approach, and showing an understanding of the implications/ possible consequences.
• REFLECTIONS Through reflection, show the ability to analyze and interpret learning processes and to discuss expectations of applying your learning about both content AND process in your future studies and careers.
• THE REPORT Professional, business-like report structure and organization. Excellent accuracy of referencing, expression, spelling and punctuation.

You will examine brand management perspectives, strategies and issues in the (real-life) brand you selected in assessment item 1. Please read the following as further advice.

1. The focus of your research (at the moment) should be on Assessment Item 3 - The In-depth Research of Brand Perspective. This assessment requires you to select two (2) of the four branding areas (as set out in the Format Document). You will need to introduce your brand then explain why you have selected the two areas of branding for your assignment. Why, for example, would the areas of brand heritage and sustainability be more appropriate for your brand than CBBE/FBBE and Brand Communications? This paragraph will only need to be very general and short - just to show your broad understanding (you will need to read some appropriate journal articles for this). You will then focus on the two areas of branding you have selected. Remember this process is to highlight your understanding of both areas (using your focal brand as an example).....DO NOT tell me about how 'good' your focal brand is. This project is to 'peel' apart your brand through thoughtful/critical analysis...not a superficial approach to support some of the strategies already implemented by the brand. 2. Once you have completed a reasonable critical analysis you should be able to make a range of recommendations (my suggestion is always to focus on a few recommendations and explain them well - supported by further academic research - again this will show how much you have learnt about branding - not about the focal brand). The more you read of the literature - the more you will highlight your knowledge in the assignment.