″Choose a brand and critically evaluate its current branding strategies. Applying appropriate brand concepts and theories covered in the course, discuss its future development”. Introduction – introduce the brand Brand audit: •Critically evaluate the brand and its current branding strategies Brand inventory – profile product or service and explain how it is marketed and branded Brand exploratory – evaluation should be based on secondary research. Could conduct a survey of primary data to find out the brands current performance with its competitors Identify a problem/opportunity for the brand Brand development strategy: •Apply one or more concepts or frameworks to take the brand forward •State objectives of brand development strategy and what it will achieve (smart objectives) Brand performance and metrics: •Identify metrics which should be used to evaluate future effectiveness of proposed brand strategy •How you plan to evaluate in the future if your strategy has achieved the objective
