Report (Individual)
In an individual report of 2,500 words (Times New Roman 12 font, using 1.5 line spacing), based on the analysis undertaken by your group in attached ppt, prepare a brand plan (for Aquascutum) (in report form) for the next two years, aimed at overcoming the current difficulties and improving upon the brand’s market position.
The report should be written as if it were to be presented to the Board. It must therefore be convincing, comprehensive, practical and sustainable. It should fully utilise teaching given in class and contain all relevant models. At least three models taught in class should be utilised. The report should also contain academic reading (articles and books). In addition to the two core text books used in class, it should contain references to at least five other academic sources. The report should open with a brief overview of the problems which the brand faces, which were given in the presentation. It should then contain a section which proposes changes to the brand (the repositioning strategy). Benefits, identity, use, user, packaging, communication, price and other elements of the marketing mix should be covered. Following this there should be a section which deals with the implementation of the plan. Finally there should be a brief auditing plan to ensure that the brand maintains its recovery.
Core Readings:
1. Aaker, D. (2002) Building Strong Brands. London: Simon & Schuster.
2. Elliott, R. & L. Percy. (2011), Strategic Brand Management. 2nd Edition. Oxford: Oxford University Press.
Supplementary reading:
Aaker, D. & E. Joachimsthaler. (2000), Brand Leadership. London: Simon & Schuster.
Beverland, M. (2009), 7 Habits of Iconic Brands. Basingstoke: Palgrave Macmillan.
De, Chernatony, L., M. McDonald & E. Wallace. (2010), Creating Powerful Brands. Oxford: Elsevier.
Gilmore, F. (1999), Brand Warriors. Corporate leaders share their winning strategies. London: HarperCollins Business.
Haig, M. (2003) Brand Failures: the truth behind the 100 biggest branding mistakes of all time. London: Kogan Page.
Topic Details:
200 words for intro (state the thesis, short intro and brief overview of the problems)
200 words for brief overview
700 words (reposition strategy ‘how to over come these problems)
700 words (brand communication) (use’IMC’ model and ‘BUYER READINESS STAGE’ model)
700 words (brand audit) (use brand equity and brand identity models, communication)
PLEASE:ppt attached for reference (problems found in the presentation)
* I also found a paper online with some similar areas (link found to assist the writer) thank you in advance.
