Design a brand marketing program

Assignment Help Marketing Management

Reference no: EM133688332

Article - The Brand Report Card by Kevin Lane Keller From the Magazine (January-February 2000)

In Assignment 2, you will be work in a group. Your task is to analyze the strengths and weaknesses of an Australian brand (chosen by your team) and design brand marketing programs to help build and/or enhance its equity. Your report should include the following ‘core sections':
Critical evaluation of the strengths and weaknesses of the brand using Keller's brand report card - you must evaluate your chosen brand against each of the 10 characteristics that the world's strongest brands share (approx. 2000-2500 words).

Design a marketing program - based on your findings from part a, design a brand marketing program (product, price, place and promotion) to help build and/or enhance its equity. You should consider including the analysis of brand elements, secondary brand associations, and the context of challenges and opportunities presented by the digitalized marketing communications (approx. 2000-2500 words).

The report should be consistent with the following structure:
Title page of your choice (not included in the word count)
Table of contents (not included in the word count)
Introduction (must limit to 1/2 page, approx. 200-300 words)
Main report (addressing points a and b above, approx. 4,000 -4,500 words)
Conclusions (must limit to 1/2 page, approx. 200-300 words)
Reference list (not included in the word count)
Appendices (optional; must limit to 2 pages; not included in the word count)

Guidelines for completion:

The sources of information used to compile your writing report must be clearly stated, with appropriate in-text referencing (Harvard style).

Reference no: EM133688332

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