Global Marketing & Communication
Students are to give a presentation lasting between 10 and 15 minutes about their chosen product/brand offering. This should cover a brief reminder of the product offering but concentrate on the brand strategy. What is the brand? Image? Attributes? Personality? Promise?[You may wish to consider ‘Attitude branding’ described by Naomi Klein in her book ‘No Logo’, as ‘the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all’]
How is this conveyed to the target market? How do they get to understand the elements that you have identified above?
To what extent is the brand strategy globalised/localised/glocalised around the company’s markets?
Guide:
Brief description of product offering and relevance of brand
Brand strategy
Description/analysis of brand
Conveyance to target market
Global/Local/Glocal issues were identified and addressed
Theories and concepts were effectively applied
There was evidence of in –depth research
No more than 12 slides for each presentation