Brand Strategy

Brand Strategy

Order Description

This individual essay assignment is based on your independent reading and ability to marshal information on a real-world brand topic together in an

academic and principled way. This means that originality will be key.

Also, remember “The Human Era” is just a term that various ad agencies and brand consultants are tossing around – there is plenty of information out

there on the phenomenon that they describe, just be cognisant that it might not be labelled as “human era”.

Finally, be critical and use examples.

Essay Question

We have now moved away from a time when leadership commanded respect, stature mattered, and big businesses were always the economic leaders. Instead,

trust in institutions has plummeted and ‘fortress’ behaviour is no longer an effective approach to interacting with customers or communities.
Critically account for the rise of the ‘Human Era’ in brand strategy and, using examples, discuss the various tactics that managers can use to shape

the future of their brand in these market conditions. (1500 words)

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