Brand Analysis Assignment Brief

Assignment Task 

An Individual project report on a brand of your choice. The brand must only currently be available in a limited amount of countries or a particular region and must have a physical market offering/s. The case study should be between 4000 and 6000 words (with 6000 words being the maximum) and must be completed individually. 

The assignments must contain the following components: 

Part 1) Brand Analysis 

• Brand Introduction 
• Brand Portfolio / Availability 
• Brand Elements 
• Brand Equity (Keller's CBBE model) 
• Brand Mantra 

Part 2) International Market Analyses 

• SLEPT analyses of 3 culturally distinct markets which the brand could  potentially enter 
• Competitor analyses for each market 

Part 3) Strategy for Market Entry 

• Selection and justification of new international market to enter
• Recommended market entry strategy
• Recommendations for standardisation or Adaption (Marketing mix framework)
• Intended Points of Parity (POP) and Points of Differentiation (POD)