Branding and Brand Story Assignment

Each individual or group must submit one written report, which should answer the ten questions listed below. Each question should be answered in a paragraph, not bullet points. The report should be no more than 3000 words. Make sure you follow the writing checklist and cite your sources. You can get 40 marks for your report; defects will cause grade deduction according to the writing checklist.
Background about the company, the sector it operates, and its consumer analysis.
1.Introduce your company. /2 marks

2.Give a brief history about this brand and describe the rise/fall of the brand – until now /6 marks

3.Describe the brand’s target customer and how it has extended its customer group. Use the correct marketing terms and provide at least 8 characteristics. /4 marks

4.Added value: Identify the main reason (benefit) why a consumer might choose your assigned brand. /2 marks

5.Value proposition: outline the full positioning of your brand. Be sure to identify the full mix of benefits on which it is positioned. Name 4 unique benefits of their value proposition in the marketplace. /8 marks

Choose between question 6a or 6b (do not answer both)/4 marks
6.a. Has the brand changed or adapted its marketing strategy in the past? If yes, show how. Identify the reason for this change. If no, why do you think no change was needed?

b. What changes, problems, opportunities or even leverages have occurred in the company recently? Could you make any strategic brand management recommendations?

Competitor analysis or Branding strategies – choose between 7a & 8a or 7b & 8b:
7a. Compare your brand to one major competitor; what differentiates them? (Think about the 4 P’s) Provide at least 2 points of difference and explain them /4
8a. Where is your assigned fashion brand positioned in today’s marketplace? Make a positioning chart (with your brand, its main competitor and one additional competitor). /4
or
7b. What diversification strategies are visible? Describe at least 2 brand extensions or sub-brands and explain them. /4

8b. Where is your assigned fashion brand and its brand extensions positioned in today’s marketplace? Make a positioning chart of the brand (with two brand extensions or sub-brands) /4.
Brand inventory:
9.Describe how and through which message the brand elements communicate (Name, logo, slogan, packaging, promotional strategies, store atmosphere)/3.

10.Find one advertisement for this brand (not older than 5 years): Explain the story the ad is trying to tell us. How do these ads reflect this brand’s culture or history and what does it want to tell us about the brand values? /3 marks
Writing checklist (marks will be deducted – if requirements are not fulfilled)
The report is following the Guidelines; see below (-3 marks)
Each question is a header (-2 mark)
The report is well written; paragraphs are used, spelling and grammar are correct, all research images and sources are cited properly using the APA Format (-10 marks)

Guidelines
A.Title Page
Include the Title of the Report, Your Name, Date, Professor’s Name and Course Code.
B.Table of Contents
a.Include a table of contents at the beginning of your report using a dot leader. Ensure that you have page numbers on each page of your report at the bottom of the page.

C. Body of Report
Answer each question in a paragraph with no bullet points. Make sure you have a heading for each paragraph that shows the question.

D. Reference List
Include your references list at the end of the report using the APA style.