Branding and Brand Story Assignment
|# OF SOURCES||3|
|# OF PAGES & WORD COUNT||4≈ 1100 WORDS|
Students can decide whether they want to write the Branding and Brand Story Assignment as an individual or group assignment with a partner.
Each individual or group can select one of the following brands and chapters of the book “Brand story” by Joseph Hancock. Additional sources will be required to complete the questions (these sources are to be selected at the student’s discretion).
1// The History of a King, Ralph Lauren
2// Mass Luxury Style, Dolce & Gabbana
3// The Empress of Fashion, Vera Wang
4// Cobranding Fashion for the Masses, Topshop/Topman
5// Rebel Yell, Dame Vivienne Westwood
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.
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
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:
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.
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
C. Body of Report
D. Reference List
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