Trent Business Consultant Case Study - Business Assignment Help

Assignment Task :

Objective
As a Trent Business Consultant your objective is to provide analysis and recommendations to a real company drawn from what you are learning in Branding. Consider all the theory you are learning in Branding as tools you have in your toolbox. Some will be more applicable than others to the company
you choose to work with this term.
Choose a reasonably well-known brand of YOUR choice. I’d suggest a brand from one of the largem consumer brand companies like P&G, Unileaver or Pepsico. You’re going to propose a rebranding (new target market, with new positioning). I’d suggest you choose a brand that is struggling somewhat, as it’s a tough sell to convince a successful brand to rebrand themselves. I’d suggest considering whichelements of the brand are worth salvaging and which are not.

Deliverables

• A 7 minute presentation.
• You must define:
• Who the current target market is (defined by at least 6 factors)
• What is their current positioning (what are the most important axis for this category of product) (relative to competitors and ‘sister’ brands)
• What are the current cognitive linkages in customer’s minds to the brand?
• Why is a change needed? (for the brand individually and for the parent company)
• You must propose:
• A new target market (defined by at least 6 factors)
• What is the new positioning? (relative to competitors and ‘sister’ brands)
• Why the change?
• What elements (cognitive linkages) of the previous brand can be salvaged?
• What elements of the previous brand must be abandoned?
• What elements will be added?
• Consider the above the minimum, please use some additional applicable theory to justify your proposal.

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