Brand Analysis: a case study of……………….
Individually, you should prepare a written analysis of one of the following brands. You should assess how the brand aims to meet the
needs/wants/desires of its target customers. The task is for you to explain the success of your chosen brand through reference to
marketing concepts and theory we have covered in the module (in lectures, seminars and further reading).
Whittard’s of Chelsea Fat Face Café Rouge
The Body Shop Uniqlo Hard Rock Café
Accessorize Foot Locker Caffé Nero
It is extremely important that you do not simply describe the brand and its various activities. Instead, you need to explain (and
evaluate) the brand activities through reference to the concepts discussed in the module. The precise content of your analysis will
depend on the brand you choose however, central to your analysis will be an understanding and identification of the brand’s target
consumers and an explanation of how the brand meets the needs, wants and desires of these consumers. You should clearly identify the
target consumer at the outset using relevant segmentation variables. Potential areas for you to analyse could include:
• Competitive positioning / perceptual mapping
• Brand positioning
• Brand personality
• Brand heritage and history
• Brand naming strategies
• Product range
• Pricing
• Consumer behaviour and decision-making
• Functional and symbolic branding
• Brand identity
• Retail / service environment (including location)
• Services marketing characteristics – people, process and physical evidence
• Integrated marketing communications (not just advertising, but all of the communications techniques that the brand uses to
communicate with its customers)
• Brand extension and stretching
This list is a suggestion of relevant topics. You will need to identify and focus your analysis on the key topics which are most
appropriate for the brand you have chosen. Ultimately, the selection of what to include is yours – just ensure that you have achieved
both breadth and depth in your analysis.
A critical element of your analysis will be to identify and discuss links between these different areas of marketing. An example of
this would be: How does the brand convey their competitive positioning through the communications they use? Or alternatively, how does
the brand identity and positioning seek to differentiate the brand from its competitors?
Note: You do not need to personally access the organisation to in order to accurately determine the brand strategy used. Instead, you
should provide evidence which is publicly available to support the points you make.
Overall word limit: 1500 words maximum.
Assignments should be typed, using 1.5 spacing and an easy-to-read 12-point font. You should use double-sided printing, and ensure that
assignments are securely bound. Written assignments and dissertations/business projects must not exceed the word count indicated in the
module handbook/assessment brief.
The word count should:
Include all the text, including title, preface, introduction, in-text citations, quotations, footnotes and any other items not
specifically excluded below.
Exclude diagrams, tables (including tables/lists of contents and figures), equations, executive summary/abstract,
acknowledgements, declaration, bibliography/list of references and appendices. However, it is not appropriate to use diagrams or tables
merely as a way of circumventing the word limit. If a student uses a table or figure as a means of presenting his/her own words, then
this is included in the word count.
Examiners will stop reading once the word limit has been reached, and work beyond this point will not be assessed. Checks of word
counts will be carried out on submitted work, including any assignments or dissertations/business projects that appear to be clearly
over-length. Checks may take place manually and/or with the aid of the word count provided via an electronic submission. Where a
student has intentionally misrepresented their word count, the School may treat this as an offence under Section IV of the General
Regulations of the University. Extreme cases may be viewed as dishonest practice under Section IV, 5 (a) (x) of the General
Regulations.
Very occasionally it may be appropriate to present, in an appendix, material which does not properly belong in the main body of the
assessment but which some students wish to provide for the sake of completeness. Any appendices will not have a role in the assessment
– examiners are under no obligation to read appendices and they do not form part of the word count. Material that students wish to be
assessed should always be included in the main body of the text.
Guidance on referencing can be found in the programme handbook and on DUO.
MARKING GUIDELINES
Performance in the summative assessment for this module is judged against the following criteria:
• Relevance to question(s)
• Organisation, structure and presentation
• Depth of understanding
• Analysis and discussion
• Use of sources and referencing
• Overall conclusions
PLAGIARISM AND COLLUSION
Students suspected of plagiarism, either of published work or the work of other students, or of collusion will be dealt with according
to School and University guidelines.
END OF ASSESSMENT
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