The assumptive assessment for this module consists in an individual business report on a self-selected brand. You will need to identify a brand, of any type, that is currently having some image issues, analyze its current positioning, develop a new positioning, and elaborate managerial recommendations to bring this new positioning to life.
The word limit for this assessment is 3,000 words including tables and figures but excluding references.
Your report should include the following sections:
1. An introduction which briefly presents the brand chosen and explains the reasons behind your choice. Why did you select this brand? What are the image issues this brand is currently going through? The choice of your brand should be supported by some type of evidence such as facts from the news or data from industry reports.
2. An analysis of the current positioning of the brand. Who is the target market? Who is the key competition? What are the points of parity and the points of difference of the brand against key competition?
3. Development of a new brand positioning. Keeping in mind your previous analysis on target market, competition, POPS and PODs, how should the current brand positioning be different? What aspects of the current positioning should be maintained, if any? What aspects should be changed?
4. Development of managerial recommendations about how to bring the new brand positioning to life. For instance, what communication leverages should be used to implement the new brand positioning with the target market? How should these leverages be integrated with one another?
5. A bibliography which includes all the references that you used to carry out your brand analysis.
