Strategic brand management, Global Brand Management

You have 2 questions only to choose. you can use es the book to help you Strategic brand management: building, measuring, and managing brand equity 2020 and al put some papers

Students are to write a Strategic Brand Management Report about a brand of their choice,including recommendations either positive or negative for the organization. The brand could be product or service based. It could belong to a domestic or international organisation within any industry segment. Guidelines Quality and quantity of information: Developing a good report will require extensive use of a wide range of information sources, and should demonstrate some initiative in searching out relevant information. Reports, which lean too heavily on a very narrow range of sources, will be penalised. Corporate publicity and advertising, company and industry reports, independent   Market Research 

case studies and academic research articles are all relevant sources when gathering information about the brand. Quality of analysis: Reports being genuinely analytical and evaluative will be marked up while merely descriptive reports will be penalized. A description tells you how something is. An analysis tells you what its significance is. An evaluation says if it is right or wrong. Analysis and evaluation require writing argumentatively. Application of relevant theory: A good report will take every opportunity to appropriately apply the concepts, models and techniques that you will encounter in the module and its associated reading. Students will need to refer to branding theories and concepts associated with the topics covered in the module up until week 6 included. You are welcome to go beyond but this is not expected from you. Students are invited to read academic sources behind the text book and use academic knowledge relevant for the particular brand chosen. Presentation and style: The finished reports must be fully referenced, written in report format, spell‐checked and grammatically correct. References do not count toward the wordlimit. You must cite all references properly using the Harvard style. The report must be typed in Times Roman 12 point, double‐spaced with 2.5 centimetres margins. Figures and charts do not count towards the word limit but should not exceed 2,000 words. The report is expected to be 2,000 words long, plus or minus 10%. Report Format Guidelines A written report generally serves to present the analysis, discussion and recommendations on a given subject. A report is a formal document that follows a specific style and structure. Although similar to an essay in some respects, there are some important differences. The most obvious difference between an essay and a report is the layout. Reports are designed to be easily and quickly absorbed by the reader. Therefore, they are laid out schematically and everything is headed, numbered and labelled. This also helps you to develop a logical structure. Please submit the document in a format compatible with Microsoft Word. The following layout is not entirely typical but is appropriate for this project: Title Page – should be informative, use two or three lines if necessary. Indicate word count. Executive Summary (200‐words maximum) – this is a vital part of the report. It helps the reader to understand the report more readily. It also helps busy readers, who do not have the time to read the complete report, to gain an overview of the contents. It should include brief summary of each main section of the report, but the most important components are a clear statement of the purpose of the report and a summary of the conclusions and recommendations. Contents list – shows the main sections and, if appropriate, sub‐sections of the report, alongside the pages on which the reader can find them. Introduction –gives the reader the background to the work discussed in the report. It should define inter alia a) the context in which the brand operates b) the most important problems facing the brand Brand management audit – (not necessarily the heading) – this section (which may have further subheadings e.g. brand platform, brand elements, marketing programme, brand equity) is the main body of the report. Use referenced concepts, theories, definitions and examples to enrich/strengthen your arguments and analysis. Conclusions – this section provides a clear account of the conclusions of the report. It often involves repeating statements that have appeared in previous sections, but the reader will not want to go back and find these. Rather, s/he will want them all clearly set out in the same place. It must also include explicit evaluations and recommendations List of References – you need to list the sources (books, journals, reports, the Internet,etc.) you have consulted to produce your report. The recommended format is as follows: • BOOKS: Surname, name or initials, date of publication, title of book (italics or underlined), publisher, place of publication, chapter number. Example: Kotler, P.,Armstrong, G., Saunders, J. and Wong, V. (1996) Principle of Marketing, European Edition, Prentice Hall, Europe. • ARTICLES: Surname, Name or initials, date of publication, “title”, name of journal (italics), issue, page numbers. Example: Houston, F. S. (1986) “The Marketing Concept: What It Is and What It Is Not”, Journal of Marketing, 50, (April), 81–‐87. Appendices – non‐essential information in support of report arguments (i.e. tables, charts, cuttings, illustrations, etc.) may be included in the appendices. Be Careful when choosing what to include in the report and what to put in an appendix.