Order Brand Strategy Essay Assessment

Order Brand Strategy Essay Assessment
Assessment 2: Brand Strategy Proposal
1,500 word Individual Report
Continuing with the same brand you selected in Assessment 1, you will now propose a new Brand Strategy. Your proposed suggestions should be:
Justified through referenced work and linkages to findings from Assessment 1. However,avoid simply repeating large bodes of text from your first assignment – aim for concision and to summarise
Articulated using step wise and reflective conceptual arguments, that showcase your own independent thinking – applying theoretical models
Detailed in prescribing specific activities
When it comes to this part of your assessment, where essentially you will be making recommendations: rather than providing just a list of suggestions, you should focus on one key idea, and expand on it with explanations, justifications and evidence.
The following are a selection of suggested strategic approaches and refinements, of which one or a blend of several should be attempted:
Corporate re-profiling
Product rebrand
Brand repositioning
Brand extension
Ingredient branding
Brand Portfolio restructuring
New market entry
Integrated promotional and marketing communication activities
Branded Corporate and Social Responsibility (CSR) activities
Consumer-based perspective
New sub-brand
Name change
Logo and colour changes
New slogan
Attracting a new audience
Adjustments to Brand Personality and Engagement
Employer and Employee Branding
Influencer and endorsement deals
Brand Sponsorship deal
Whilst various areas of focus have been suggested, consider that there is no one right answer and it is unlikely that you will be able to attempt all of them – as this would make for a shallow answer. At this stage presenting a compelling, competitive, and evidence-based ‘big idea’ critically is crucial.
You do not need to calculate any financial costs or set any financial targets. Also, you should not propose new product lines or service offerings.
You are free to use whatever format and subheadings you wish to. Also, you can include images, screen grabs, diagrams, tables, models and charts in your body text. Where possible, you should create your own tables and annotate models, images and diagrams.
Word count does not include end references, tables, charts, or executive summary
You should not develop a new campaign
Full reference list, adhering to Harvard protocol is required.

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