Management Strategy Report
Two questions often arise in brand marketing:
• What makes a brand strong?
• How do you build a strong brand?
Part A – Group presentation (10%)
For Part A of this project, student teams of 2 will be allocated one brand. Each group is then required to prepare a presentation on 2 topics: Brand Resonance Model and Brand Elements.
Brand Resonance Model
- Analyse your brand based on the six (6) building blocks of the brand resonance model as discussed in Lecture 2.1. Refer to the journal ‘Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands” by Kevin Lane Keller posted in the “Assessment Folder” on Moddle to assist you.
- Analyse your brand based on the seven (7) brand elements as discussed in Lecture 2.2.
- Assess the brand elements against the six (6) criteria’s for choosing brand elements.
The presentation will be held in Session 4.1, It comprises a 10min presentation (submit both a hardcopy and softcopy via email) summarizing the findings in a concise and graphically appealing way. This is your chance to highlight and enhance the collected information.
Part B – Group Written Report (20%)
Part B of the brand management strategy involves a written report of your presentation for your allocated brand.
The report is due Sunday of Week 4 The total word-limit for Part B is 1000 +/- 10% words per individual (excluding executive summary, cover page, references and appendices). Please include a cover page that states: Subject Code and Name, Student Number and Full Name.
- Introduction (1%)
- State the objectives of the report
- Include relevant background for your brand
- Include a scope of the report
2) Critique of brand elements (8%)
- Summarize the strengths and weaknesses of your brand’s current brand element strategy based on the six criteria’s presented.
3) Brand Resonance Model (8%)
- Summarize the brands strength and weaknesses against each building block of the model,
4) Conclusion (1%)
- Restate the objective of your essay, or your research statement.
- Summarize the key points of your report.
5) References (2%)
· Adhering to Harvard Referencing guidelines, include minimum 3 academic journals
Appendices (only for further information, not marked separately)