Write in critically evaluative fashion to help justify your thinking for each stage / slide. Instructions: To provide a Brand Strategy & Plan for a brand of your choice* to compete effectively. This assignment allows you, as the Brand Manager, to assess, evaluate and recommend a Brand Strategy, and provide a Brand Plan using robust branding analysis. *Choose a brand of your choice – suggest using one of the top 100 brands from Interbrand or your own company. Provide a comprehensive & viable Brand Plan for April 2022 – March 2023. Task Your role, as Brand Manager advise how your chosen brand should compete within its respective market. In this respect, you need to: – Undertake a Brand Audit and evaluation of your chosen brand – Understand the market in which it operates (i.e. trends, competitors, customers etc) by analysing extensive use of secondary data – Provide a sound and viable Brand strategy and Brand Plan – Budget – £500,000 (or equivalent in your local currency) You must not exceed this budget and all decisions you make must be justified and costed (where possible). Your role is to compose a powerful, well researched, inspirational PowerPoint presentation for the brand’s company executives. To present clear recommendations that flow from your analysis and Brand Plan Some elements to consider – How can you ensure the message of the brand is heard? – What can be done to create a ‘buzz’ and excitement around the brand? – What can the brand do to disrupt the category and be noticed by target consumers? – What does the brand need to communicate to help position the brand in the mind of the consumer in order to differentiate vs competitors? – How can you encourage those consumers who don’t buy the brand currently to try the brand and its respective product(s)? This exercise requires you to collect your own secondary data from multiple online and offline sources in order to understand the environment, the company as well as the consumer. The key to doing well is as follows: – Demonstrate your knowledge and understanding of Branding principles and theories – Be informative, engaging and visually creative in your presentation – Show analysis and reasoning behind thinking – Ensure you present the Brand Diagnosis; Brand Strategy & Tactical Execution – Have an inspiring and inspirational presentation – Make your presentation creative and visually engaging
