Assessment Two 3,500 Individual Brand Case-Study Report A ˜Blue Sky’ Strategy Report Using the same brand as for Assessment One, the purpose of the following report is to outline a new strategic approach, to be presented to the company Brand Director. You do NOT need to produce an actual branding plan, with media costs, schedules and timelines. Consider that there is no one right answer; and it is unlikely that you will be able to present a strategy that uses all branding schools of thought and elements “ as this would make for a shallow answer. At this stage presenting a compelling, competitive, and evidence-based ˜big idea’ with criticality is crucial. The Focus of your report You will choose ONE of the following areas, which will govern the focus of your report. Option One: The impact of the National Brand and Country of Origin Nation Branding is an established field, which examines the strategic management, value and execution of a branded national identity (Ying Fan amongst others). Begin by defining and discussing the core concepts and theories that underpin Nation Branding. Then following this, discuss the relationship between and impact of branded nations, products and services on each other. You should attempt to evaluate the strengths, weaknesses, opportunities and challenges linked to each area. Option Two: Controlling and Harmonising Brand Identity, Image, and Personality Brand Identity and Brand Personality are two theoretical concepts used to understand and optimise branding activities (David Aaker, Jennifer Aaker, Jean-Noel Kapferer amongst others). Within these schools of thought there still remain differences of opinion and approaches. Begin by establishing a critical literature review, which defines, groups and critiques each of these positions. Then following this, use them as a basis for illustrating your own findings and perspectives. Throughout your piece, you should attempt to move discussions beyond the descriptive; offering guidance and suggestions as to how theory and practice can be improved. Option Three: The Cultural Imperative Over the past ten years, a cultural and anthropological approach to branding has brought a new perspective on how brands can be understood and engineered. As guidance, you should study the work of Russell Belk, Susan Fournier, Douglas B. Holt, Jonathan E. Schroeder; the field of Consumer Culture Theory (Arnould & Thompson; Kozinets; Levy; Sherry; Schouten & McAlexander amongst others); and publications such as the Journal of Consumer Research, Journal of Marketing Management, Consumption Markets and Culture, and Marketing Theory; amongst others. Begin by summarising what differentiates this approach from other schools of thought, and appraise its value to academia and industry. Then, pick a consumer group or sub-culture, and provide insight into their relationships linked to the brand and each other. You should consider their behaviour and comsumption patterns, the motivations behind these, and the role of brands within these communities. MARK1069, Branding 2014-15 13 Guidance: A key focus of this report is to present a novel approach, whilst capturing the essence of a strategic imperative “ using stepwise and layered narratives. A clear case, rationale and story should be presented, which is grounded in evidence and strong conceptual arguments. Furthermore, the report should make use of technical terms appropriate for a marketing professional. At every stage link your findings to relevant brand theory and academic thinking. Your report needs to contain sufficient academic referenced material, with a preference given to academic journals over books. Examine whether your chosen brand’s approach follows conventional academic thinking, or if there are in fact differences in opinion. Comment on these factors and draw your own subsequent conclusions; offering recommendations where appropriate.
