Choose a brand and critically evaluate its current branding strategies

Choose a brand and critically evaluate its current branding strategies

Choose a brand and critically evaluate its current branding strategies. Applying appropriate brand concepts and theories covered in the course, discuss its future development”.
The recommended structure for the assignment outlined below:
INTRODUCTION
In this first part you should provide a brief introduction of the brand and its market context. If you have chosen a foreign brand that you think the examiners might be unfamiliar with, you might choose to provide further clarification either in the assignment or as an appendix.
BRAND AUDIT
(Important note: The purpose and nature of the brand audit and its components will be discussed in more depth

In this part, you should provide a critical evaluation of the brand and its current branding strategies. You are expected to apply relevant theories / frameworks into practice and in a manner suitable to the brand of your choice and its context. You should conduct both parts of brand audit: brand inventory and a brand exploratory.

With regards to brand inventory, you should – verbally and visually – profile the product(s) and/or service(s) of your chosen organisation explaining how they are marketed and branded. When it comes to the brand exploratory, your evaluation should be based on secondary research data gathered from publicly available sources which should be appropriately referenced.

In light of lack of available secondary data or in order to provide additional evidence to support your arguments (in the next part), you might choose to conduct your own primary research to understand the brand’s current performance with its target customers. Primary research data collection techniques you might want to employ could be for example a simple questionnaire or a focus group (or both) depending on the type of data you seek to gather. Please note that conducting your own primary research is NOT a requirement as long as you provide sufficient secondary data as evidence to support your arguments. If you do choose to conduct your own primary research, you should include a paragraph in which you explain the methodology followed, and briefly outline details such as sample selection and data analysis technique.

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