Brand Management for Strategic Success Assignment

Assignment Task

Details

You have been working with us and your fellow peers to learn and apply different strategic branding tools, concepts and theories and now is the time to pull all that you have learnt together into your final individual written report.

Task

The role of branding is complex and an important source of competitive advantage for organisations to differentiate themselves in the minds of customers. Selecting an organisation of your choice you are to take on the role of a brand consultant and produce a 3000- word brand strategy report to help the organisation improve their customer-brand based equity for the future.

Note: When you are selecting your organisation, consider not going for the most well-known organisations you know (e.g. Apple, Google, Samsung, Coca Cola, etc.) as you are likely to find you get more out of the module by investigating less powerful and leading brands. You will also need to decide if you are going to discuss the overall corporate brand (e.g. Volkswagen Group) or an individual brand within the organisation (e.g. Volkswagen Beetle).

In order to produce a well-informed brand strategy, students should consider the following questions when producing their report:

• What is the brand about? (i.e. purpose, vision, values, etc.?)
• Who is the brand for? Who does it impact?
• Who are the competitors for the brand?
• What are the current strengths and weaknesses of the brand?
• How can the main weaknesses be managed to improve brand equity? (i.e. identity change; visual design change; marketing campaign; brand community building initiative; brand reinforce or revitalization)
• Are they any potential risks to suggested improvements that the organisation should be aware of? For this report. you will need to apply relevant strategic.

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