Managing Brands – REPORT on Brand Equity, Designing marketing campaigns to build brand equity, Choosing brand elements to build brand equity

Do you want a similar paper? Click here to get it from our professional writers!

ASSIGNMENT BRIEF – THIS IS A REPORT, PLEASE USE REPORT FORMAT

1500 WORD REPORT ON THE FOLLOWING TOPICS:

TOPIC 1-Brand positioning
TOPIC 2 -Designing marketing campaigns to build brand equity
TOPIC 3 -Choosing brand elements to build brand equity

(SEE END OF THIS BRIEF FOR JOURNAL ARTICLES TO USE)

Each topic MUST make reference to at least three academic journal articles per topic (i.e. at least nine journal article sources per report)

^^^ THIS IS VITAL ^^^

 

PLEASE CRITICALLY FOLLOW THE MARKING CRITERIA BELOW

 

  Allocated Marks
Reference to relevant academic journal articles to support the analysis of chosen brand (at least nine journal articles sources per report):

In addition to the textbook, students should cite academic journal articles related to the topics discussed in the report.

At least 3 well-cited journal articles are required for each of the three topics = 9 journal articles in total.

By well-cited journal articles, it is meant that:

(i) there is evidence that the student has read and understood the content of each paper (the ‘key learning’ in the slides will be useful here!);

(ii) the student is citing academic journal articles at the appropriate point of the report, to explain what researchers say about the topic (and then to explain what the chosen brand does/ does not do);

(iii) the citation is correct.

35%
Analysis of practical example:

Discussion of the extent to which the chosen brand does (or does not) do what academic researchers say about the topic in the cited academic journal articles.

This analysis will consist of the student’s own evaluation and examples of good (bad) practice by the brand in relation to the key learnings from the chosen articles.

Analysis of the brand’s activities should be supported by evidence from the marketing/ business press, newspapers, the brand’s website… etc.

25%
Cohesive argument and critical evaluation of referenced material:

(not just a collection of ideas, but appropriate reference to theoretical concepts and practical examples)

If students satisfy the previous two criteria well, this will also be fulfilled.

See in particular point (ii) of what makes a well cited paper

In addition, each point / paragraph should be linked to the next one.

20%
Quality of conclusions:

(There must be a short paragraph of conclusions bringing together theory and practice for the three topics discussed in the report in relation to the chosen brand)

The report should end with a short paragraph with ‘take away point(s)’.

10%
Accurate Harvard style referencing throughout the brand report (plus a reference list MUST be provided)

 

10%

 

 

SOME JOURNAL ARTICLES TO USE:
BRAND POSITIONING

 

DESIGNING MARKETING CAMPAIGNS TO BUILD BRAND EQUITY
 

 

 

 

 

 

 

CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY

ASSIGNMENT BRIEF – THIS IS A REPORT, PLEASE USE REPORT FORMAT

1500 WORD REPORT ON THE FOLLOWING TOPICS FOR COCA COLA:

TOPIC 1-Brand positioning
TOPIC 2 -Designing marketing campaigns to build brand equity
TOPIC 3 -Choosing brand elements to build brand equity

(SEE END OF THIS BRIEF FOR JOURNAL ARTICLES TO USE)

Each topic MUST make reference to at least three academic journal articles per topic (i.e. at least nine journal article sources per report)

^^^ THIS IS VITAL ^^^

 

PLEASE CRITICALLY FOLLOW THE MARKING CRITERIA BELOW

 

  Allocated Marks
Reference to relevant academic journal articles to support the analysis of chosen brand (at least nine journal articles sources per report):

In addition to the textbook, students should cite academic journal articles related to the topics discussed in the report.

At least 3 well-cited journal articles are required for each of the three topics = 9 journal articles in total.

By well-cited journal articles, it is meant that:

(i) there is evidence that the student has read and understood the content of each paper (the ‘key learning’ in the slides will be useful here!);

(ii) the student is citing academic journal articles at the appropriate point of the report, to explain what researchers say about the topic (and then to explain what the chosen brand does/ does not do);

(iii) the citation is correct.

35%
Analysis of practical example:

Discussion of the extent to which the chosen brand does (or does not) do what academic researchers say about the topic in the cited academic journal articles.

This analysis will consist of the student’s own evaluation and examples of good (bad) practice by the brand in relation to the key learnings from the chosen articles.

Analysis of the brand’s activities should be supported by evidence from the marketing/ business press, newspapers, the brand’s website… etc.

25%
Cohesive argument and critical evaluation of referenced material:

(not just a collection of ideas, but appropriate reference to theoretical concepts and practical examples)

If students satisfy the previous two criteria well, this will also be fulfilled.

See in particular point (ii) of what makes a well cited paper

In addition, each point / paragraph should be linked to the next one.

20%
Quality of conclusions:

(There must be a short paragraph of conclusions bringing together theory and practice for the three topics discussed in the report in relation to the chosen brand)

The report should end with a short paragraph with ‘take away point(s)’.

10%
Accurate Harvard style referencing throughout the brand report (plus a reference list MUST be provided)

 

10%

 

 

SOME JOURNAL ARTICLES TO USE:
BRAND POSITIONING

 

DESIGNING MARKETING CAMPAIGNS TO BUILD BRAND EQUITY
 

 

 

 

 

 

 

CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY

Do you want a similar paper? Click here to get it from our professional writers!

Leave a Reply

Your email address will not be published. Required fields are marked *