Brand Analysis
Instructions :
Choose a product you are familiar with and do the following:
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Describe the product briefly.
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Identify and justify the target audience. (There may be several but choose one for this assessment.)
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Research trends that can /do affect this product and discuss how a brand manager can utilise these trends to manage the brand and ensure the brand is relevant to the target audience over time.
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Using Figure 10.2, (de Chernatony et al. 201, p 382 – also discussed in chapter 2) identify the various components /levels (generic, expected and augmented) as they apply to the product you have chosen.
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Identify and describe two new added values that a brand manager of this product could apply to push the brand to the ‘potential’ section.
The assignment should be no more than 750 – 1,000 words excluding references.
Please ensure that any research is referenced appropriately. It does not matter which style you use as long as you are consistent in your use of it.
It is very important that students use academic sources and/or industry sources that are balanced, reliable and credible. These sources must be correctly referenced within assignment and in the bibliography. In particular, students must ensure that quotations taken directly from other sources are correctly referenced and appear in quotation marks.
Purpose of assignment
The purpose of this assignment is to:
• examine a brand in terms of its elements;
• describe the various components of a brand in relation to theory and how these interact;
• research consumer trends and demonstrate how they can affect a brand.
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