Business Positioning: Brand Positioning Analysis-QUT Business School- Rip Curl- Report Writing Assignment

Internal Code: MAS 7514

Report Writing Assignment:

Task: Individually, students are to conduct a Brand Positioning Analysis for one of these lifestyle brands, as listed below: - Rip Curl - Billabong - Quiksilver - Hurley The analysis will be based entirely on information from public secondary sources, company web sites, as well as your own professional experiences and insights. I do not necessarily expect you to conduct any surveys or primary research. Specifically, you will have to address the following three questions before providing strategic recommendations for the brand. 1. Has the brand established a frame of reference? 2. Is the brand leveraging its points of parity? 3. Are the points of difference compelling? Information about what needs to be discussed in the answer to each of these questions can be found in the article “Three questions you need to ask about your brand” by Kevin Lane Keller, Brian Sternthal, and Alice Tybout (HBR, Sept 2002) – available on Blackboard (via QUT Readings), and on the prescribed book for this subject (Chapter 2 – pages 79 to 93). You must use two/three specific competitors  when discussing and contrasting the brand’s POP and POD. For an example of how this it be done, refer to pages 319-320 of Keller’s book “Strategic Brand Management, 4th edition, Prentice-Hall, 2013”.