MKT001 - Brand Management Individual Assignment

Assignment Task

Task Details:

1. For this assignment, students will choose a brand of their choice. Each student is required to prepare written essay, using The Brand Resonance, Brand Elements & Brand Architecture and Strategy models by selecting a service or a product of your choice.

2. Brand resonance model:Analyse your brand based on the six (6) building blocks of the Brand Resonance Model, as discussed in session 3. Refer to the journal “Building Customer Based Brand Equity: A blueprint for Creating Strong Brand” (Keller, 2001) posted in the “assessments folder” on Moodle to assist you.

3. Brand elements Model: Analyse your brand based on the brand elements discussed in session 4. Assess the brand elements against the six (6) criteria for choosing brand elements.

4. Market Segmentations & Brand Positioning Strategy

5. Outline Digital Communications channels

6. Brand Architecture and Strategy

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