Brand Management Singapore – Brand Development Strategy Analysis For an EXISTING company and/or brand originated in Singapore, critically review and evaluate the brand development strategy.
Brand Management Singapore – Brand Development Strategy Analysis For an EXISTING company and/or brand originated in Singapore, critically review and evaluate the brand development strategy. You should attempt to explain the justification for brand development decisions that have been made and evaluate the brand marketing mix in relation to the strategy. Your approach will tend to be reflective and critical as you seek to evaluate the strategy used for the brand.
Individual report (2,000 words +/- 10%)
Marks are allocated on the following basis:
Introduction to the chosen brand Ability to critically understand and apply theories, principles and concepts of brand management to analyse the brand development strategy Ability to gather, evaluate and analyse current market research, data and professional materials Ability to accurately and reliably communicate the results of the analysis and formulate evidence-based arguments using the key concepts, constructs and techniques of the subject Structure and presentation The theories like (brand identity, image, personality, equity, positioning, and secondary associations) are the minimum that must be included in the Assessment 1. We expect the rest of the theories will be integrated in the report as appropriate
Common Pitfalls
Descriptive: Proposing brand ideas without being supported by evidence/examples/market research and/or theories. Stating the ‘what’ without the ‘why’ is a weak line of argument. Not providing examples in the analysis. We want to see as many examples of brand activities (i.e. marketing mix) used throughout the report to support the brand evaluation. Not applying brand management theories effectively and consistently throughout the report. The report mostly uses business and marketing theories (e.g. PESTLE, SWOT and Porter’s 5 Forces), not brand management theories. Only discussing CBBE and/or Marketing Mix – You should use a good range of brand management theories. Only applying parts of theories (e.g. only discussing the awareness part of the brand equity). Not discussing brand identity, image, personality, equity and positioning. Not linking the marketing mix with the branding strategy.
