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Brand Management Seminar 2 Assignment Briefing (Task 2: Customer Based…
Brand Management Seminar 2
Assignment Briefing
Task 1
Drawing on the analysis write a 500-word feature article on the brand identity and
why you think the brand qualifies as 'cool'
Doesn't
require
academic references
Made people would like to read, not only an academic reading
Free style journalistic apprach
Your style
articulate the brand identity
what brand stands for & represents
To whom
Why it is considered cool
The content of this article has to reflect, to an extent, your analysis in the Appendices
Don't need have the introduction, just direct answer the question, don't have to justify the where and why publish
Task 2: Customer Based Brand Equity
Disscuss the concept of CCBE using referenced academic sources.
Apply this concept to your selected brand and critically evaluate the key dimensions (Building blocks) of the brand using the
CCBE Pyramid.
Relateds to
customer-based equity only
Academic literature review - use
journal sources
Discuss
dimensions of CBBE
( including Associations). Framworks available
Evaluate
strength of CBBE
in application
Illustrative
evidence for some blocks
of the pyramid
Brand value (equity) is derived from
the actions of consumers
The true significance of brands can only be seen through the eyes of the beholder
Customer-based brand equity means measuring the consumer mindset or brand knowledge
Brand knowledge = Brand awareness + Brand Image
Task 3: Brand Extension [ Optional]
Review the case for brand extension using referenced academic sources.
Identify and justify two extensions which could take the vrand forward
If the brand currently has extensions consider how these could be further extended
Essentially brand extension involves an innovation which is not in the core market of the brand. The brand stretches out of this core market.
Academic literature review
Critical and creative application to brand > fit, transferability, capability
Refelect CBBE analysis
Task 4: Celebrity Endorsement [Optional]
Out line the role played by celebrity endorsement in brand communications using referenced academic sources.
Identify and conceptually justify a celebrity whio could be used in future to endorse the brand
Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989)
Academic literature review - use jounal sources
Critical & creative application to brand > meaning transfer, match-up, creadibiliy, trust, attractiveness.
Reflect CBBE analysis
Justify the Celebrity Endorsement, if use foreign celbrity, should put them into appendix
Task 5: Logo
Critically evaluate the effectiveness of your selected brand mark (logo)
and provide a detailed explanation of its exoressive attributes. Ensure that you support you interpretaions with references.
Application grounded in both literature and evidence
Explore key design aspects: colour, shape, imagery, typology, font
Support with literature
Reflect CBBE analysis
Presentation
The feature article includes some assessment of presentation
Choose a brand form CoolBrands
https://www.coolbrands.uk.com/results
