Group Brand 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

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

I. 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.

Brand Elements

I. Analyse your brand based on the seven(7) brand elementsas discussed in Lecture 2.2.

II. 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

Part B of the brand management strategy involves a written report of your presentation for your allocated brand.

Format

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.