How to develop a brand positioning strategy

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Reference no: EM132998347

MMK739 Strategic Brand Management - Deakin University

Industry projects - to get hands on experience in advancing a brand in a marketplace, you may work with a local business or with your employer. You may also ask the lecturer to assign a case study to you for this assignment. We prefer that you study a smaller business (small or medium sized business) as this gives you a chance to see problems that smaller businesses face when they try to develop a workable and visible brand.

ASSIGNMENT 3.1 Brand Background

Assessment 3.1 is a report not exceeding 2000 words. This is worth 25% of your total mark. In this assessment, students are encouraged to work on the different aspects of the brand knowledge-equity-process triangle. This assessment is in report format (cover page, executive summary, table of contents, company situation, theory to address situation, state a position for a way forward with the brand - this position will be further developed in A3.2 brand future). This will look at aspects of branding for the client company. You can source the client company or ask the lecturer to assign one. The assignment is one half analytical and one half strategic recommendation. Please keep the assignment within the word limits. Write in a clear and concise manner, with Harvard referencing. Times New Roman 12 point font. A professional presentation of your written work is expected.

This assignment aims to fulfill:

ULO2. Analyze key aspects of brand management: how to develop a brand positioning strategy, how to develop a framework to identify and establish brand positioning and in particular how to build and assess a fundamental marketing metric such as customer based brand equity (CBBE), how to manage a brand portfolio, and how to plan a brand communication strategy.

ULO3. Identify special issues that are particularly important for current (and future) branding practices.

ASSIGNMENT 3.2 Brand Future

Assessment 3.2 is a 20 minute presentation (recorded or via teleconferencing). This is worth 25% of your mark. You will use the material from A3.1 to create a presentation to inform the client of possible ways to increase their brand's visibility. This is expected to use the brand management theories and processes we cover in this course.

This assignment aims to fulfill:

ULO3. Identify special issues that are particularly important for current (and future) branding practices.

Attachment:- Assignment.rar

Reference no: EM132998347

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