Using your knowledge of branding from the module, you need to create a brand for one of the following 3 industries only. You may not use an existing brand which is in the current market.
- Fashion/fast fashion
- Mobile phones
- Cars
You will need to use an academic approach to outline a strategy for your brand to take it to a global marketplace which should include adaptions that you would make in order to take it to another country of your choice (you only need to look at one other country/culture to adapt to). You will then need to justify how you will look to measure success of brand by looking at equity of your brand and how and why you will value it in this way. The assessment needs to be in a report format and split into 3 key sections which cover the following concepts.
Part 1 – A brief market overview that looks at justifying the opportunity for your market analysis. You can then expand this to outline your brand identity and discuss its positioning in the marketplace against competition.
Part 2 – For this section, you will need to outline and justify how you will approach the following concepts: brand experience, creation of brand heritage, adaptions to a different culture – (you only need to look at one other country for a contrast).
Part 3 – A critical analysis of how you will create and measure brand equity for your consumer base – be clear about the benefits but also the limitations of your selected approach.
Please make sure you read the guidance on the following 2 pages for help, direction and resources.
What you must do:
- It sounds silly… but read the assessment in full and attend all lectures and seminars. Predominantly, most assessments that fail are from students who haven’t read the assessment, or don’t understand materials. Attendance will reduce this risk.
- Apply appropriate models to outline your approach and justify it.
- Answer all the key points in depth and cover all the key criteria in the assessment.
- Use a good report format with an introduction, main section, and conclusion.
What will help you get a good mark:
- You can use models from the seminars and lectures to help you discuss the relevant points, you are not limited to these models, but they act as a base understanding.
- All the lectures have guidance towards reading in the last slide where there is a reference list. It is suggested that you use this for guidance for your own research to help you get a good understanding.
- Please make sure you use valid sources for master’s degree – if you are unsure, please check with your module tutor. Random websites, sales websites or Wikipedia are not suitable material for this level of study.
- Please see the grid on the next page for lectures/seminars that link to this assessment.
What will help you get a higher-level grade:
- A higher-level understanding brought on by your own independent research. I can only teach you a small fraction of the literature that is relevant here, you can expand your research from what you have seen in lectures and seminars. Use google scholar, related text books to really build your understanding.
- Do all your research first, do not start writing first as you are then going to write about what you think rather than what you know…
- Bring in external theories/models, the best assessments are the ones where we learn from you!
