BM7301 Strategic Brand Management, Assignment, BSU

Objective:

To assess the understanding and application of branding concepts and strategies discussed throughout the module, focusing on less mainstream and emerging brands.

Task:

Choose a brand that is not amongst the top 100 global brands (based on the latest Interbrand or similar recognised rankings). The brand should either be emerging, regional, niche, or relatively less mainstream. Analyse and critically evaluate the brand's approach and strategies in light of the

concepts discussed in the module. Your analysis should cover the following aspects:
Introduction and Background of the Chosen Brand (approx. 400 words)

Brief history

• Market presence and recognition Key competitors
• Branding and Brand Planning Concepts (approx. 400 words)
• Define the brand's identity and value proposition.
• Evaluate the brand's consistency and adaptability over time.
• Brand Equity: Concepts and Measurements (approx. 500 words)
• Identify and evaluate the sources of the brand's equity.
• Discuss how the brand measures its equity and what metrics may be in use.
• Use of Technology in Brand Management (approx. 500 words)
• Analyse how the brand harnesses technology for brand management.
• Evaluate the effectiveness of its technological strategies in the current digital age.

Brand Positioning (approx. 500 words)
Discuss the brand's positioning strategy in the market.
Critically evaluate the effectiveness and distinctiveness of this positioning against its competitors Brand Communication Strategies (approx. 600 words)

1. Detail the brand's major communication channels and campaigns.
2. Analyse the effectiveness and coherence of these communication strategies.
3. Brand Loyalty and its Measurement (approx. 500 words)
4. Discuss the brand's approach to building and measuring brand loyalty.
5. Evaluate the success of the brand in cultivating loyal customers and any associated metrics.
6. Conclusion and Recommendations (approx. 600 words)

Summarise the key points of your analysis.
Offer recommendations on potential improvements or future strategies the brand can undertake based on the discussed concepts.