Reference no: EM133009692 , Length: word count:2000

Assessment overview

In this assessment task, you will demonstrate an understanding of the Be branding methodology by ‘re-branding' a business of your choice.

Assessment details
Utilising the Be branding methodology you must work with a business of your choice to undertake steps 1-6 below. We use the example of a soft drink brank - Lemonaid, to showcase an example of the requirements for each step.

1. Establish the subject of relevance for the business.

For example:
"Two young people talking about getting a soft drink".

2. Establish the key emotive drivers for the business.

3. Establish the most compelling consumer truth for the business.

4. Show an understanding of what relevance the business can have for that truth.

5. Create an internal statement of belief in why the business matters.

6. Convert that belief to an external positioning line.

External Positioning Line
"Naturally squeezing out your good times."

It can be helpful to collaborate with the business where possible to come to the necessary understandings and outcomes.

Response format

1. Your work should provide a clear description of what the business does and any current positioning/brand work it has done.

2. Using the Be branding methodology, you should demonstrate a clear understanding of why the existing positioning may not be working.

3. Consideration should be given for the consequences the newly formed belief will have on the chosen business, including an analysis on the gap between current situation and a belief-led business.

4. Thought should also be put into cultural rollout.

Attachment:- Assessment overview.rar