Task
Choose a brand, from either a service or product sector. You can choose a brand
from anywhere in the world. Your task is to propose a brand transformation plan
for a real-world business problem and to write a 2000-word report which discusses
the plan in detail.
The report should include:
– SWOT analysis
SWOT analysis is a useful technique for understanding the brand’s
Strengths and Weaknesses, and for identifying both the Opportunities open
to it and the Threats it faces. The purpose of this section is to answer a
number of questions such as: How can you (i.e., the brand you have
chosen) use your strengths to take advantage of your biggest opportunities?
How can you use your strengths to overcome your biggest threats? What
can you do to reduce or eliminate your weaknesses to make the most of the
opportunities available? How can you minimize your weaknesses, so that
you are better positioned to òvercome your threats?
Note: When performing the SWOT analysis, the most careful attention
should be paid to factors
– Drivers of brand choice
This idea is to explore how consumers might choose between different
brands within a product category. Qualitative consumer research leads the
way to identifying the different drivers of choice in the product category as
well as the market spaces. Engagement with academic literature/findings to
support your argument would be useful.
– Market space and target audience
With a full understanding of the market spaces establíshed, the next step
involves selecting the market spaces that are most attractive and feasible
for the brand to target and own. The goal is to identify specific opportunities
that are financially attractive and also available to capture.
– Strategic direction
with reference to the same company you have chosen, you are required to
identify one strategic direction for the firm. The aim is to define a new brand-value proposition, a new brand personality, and a relevant brand
identity. Then you need to translate the new brand-value proposition into
specific execution stePs.
– Communication Plan
The output of this stage is a communication plan. You need to consider how
to develbp an integrated communication program, choose the best options,
and manåge the rõlationships between them. You should “mix and match”
communicãtion options to build brand equity that is, choose a variety of
different communication options that share common meaning and content
but also offer different, complementary advantages so that the whole is
greater than the sum of the Parts.
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