| Category | Assignment | Subject | Management |
|---|---|---|---|
| University | Oxford Brookes University | Module Title | MARK7010 Strategic Brand Management |
| Word Count: | 1500 words |
| Assignment Title: | Final Test |
The Eko Alpaka brand is a clothing brand whose headquarters is situated in the UK. The products sold by this company are woollen clothes in association with textile items that both men and women wear. This brand positioning project aims to analyse the strategic options that can be adopted by the Eko Alpaka brand in future to expand its business in the apparel target market of the United States.
1.0 Introduction
1.1 Brand overview: EkoAlpaka
1.2 Aim of the brand positioning project
1.3 Core business mission and values
2.0 Analysis
2.1 Brand analysis: Keller's brand pyramid analysis of EkoAlpaka
2.2 Brand model co-creation for Eko Alpaka
2.3 Four corners framework analysing key components of brand
2.3.1 Ideology
2.3.2 Capabilities: Tangible versus intangible
2.3.3 Stakeholders: Target customers of the US
2.3.4 Competition: Porter’s five force analysis
2.3.5 Environment
2.4 SWOT analysis based on four key components of brand
3. Strategy
3.1 Positioning Idea 1: Cruelty-free and eco-friendly luxury clothing brand
3.2 Positioning Idea 2: Sustainable procurement of Alpaca fibre-based clothing
3.3 Vision Statement, Mission and Value of the brand, “Eko Alpaka”
3.4 Transformation Grid
4.0 Implementation
4.1 Co-creative New Product Development for Eko Alpaka
4.2 Social Media-Based brand Communication
5.0 Conclusion
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