Reference no: EM132965704 , Length: word count:1250

Assessment overview

Brand - MUJI ( Japanese brand)

In this assessment task, you will develop an appreciation of the importance of brand management and the complexities of achieving successful organisational outcomes in line with brand management. You will also articulate the role of brand management inside an organisation.

Assessment details

Select two brands that you wish to examine throughout the course. Select brands that you think represent quality and deliver the values of the organisation as well as elucidate the organisational culture. You may choose local or global hrancia but we would encourage you to stay away from global mega brands. It would be wise to consider brands for which you will be able to gain materials and have access to a website_ In addition to undertaking a brand analysis, you will need to also compare the two brands that you have selected. The idea is that you will be able to prepare brand analysis for your chosen brand and follow these brand through the semester.

Undertake a cultural analysis of the brands - using multiple sources to understand how the brands are promoting and positioning themselves; but also how the brands are discussed in social media (Twitter, Instagram, Pinterest; Facebook) and finally look at how the brands are discussed in independent media (Financial Review, The Age, Brand Wek, Marketing Week, Washington Post

Submission details

Once you have completed your brand analysis and comparison submit via Canvas.

Mandatory requirements:

1. Referencing for all sources - Harvard
2. The inclusion of at least five (5) academic texts or peer-reviewed articles.

Response format:

1. Using the brands that you have selected, undertake a brand analysis and comparison (see later for Analysis questions)

2. Your response should include a combination of observations regarding the brand, critical analysis of what principles of successful brand management apply to the brands

3. Relevant peer-reviewediacademic theory integrated into your responses.

4. Demonstration of wider readings and use of examples beyond the case that show your appreciation of the course concepts in different

5. Each brand response is to be 1250 words.

Brand Analysis Questions:

1. What other brands perform in the same space and how do these brands approach the task of building brand equity?

2. Describe your chosen brands Points of Parity and Points of Difference and explain why the POD are so important.

3. What is your brands' pailion and has it repositioned?

4. How did the brand activity and marketing drive broader organisational change and why is this important?

5. What mistakes have your chosen brands made and have the brands demonstrated learning from these brands?

6. Discuss the brand strategies that you believe your brands have adopted. What strategies would you have adopted?