For a company of your choice, create and develop a brand management strategy including the development of brand name and logo. Please don’t do McDonald’s. Student should explain the basis on which the brand is to be valued, justify their brand decisions and demonstrate the role of marketing mix in supporting their development proposals.
Company: Cafe de Coral – Hong Kong
1. Report Format
2. 2,000 words
3. Harvard Referencing http://library.curtin.edu.au/referencing/Harvard. PDF
4. – website search company background
– what does the company do and their strategy
– Brand elements
Brief description of the Brand (around 200 words)
1. Introduction and History of the company
2. Types of brand – manufacturer – owned brand or distributor – owned brand or others
3. Product/service provided
Brand Development Strategy of the company (around 500 words)
1. Brand elements (Memo ability, Meaningfulness, Liability, Transferability, Adaptability, Protect ability)
2. Brand positioning and values – brand positioning (target market, points of difference and parity)
– brand values and brand mantras
– Leverage of secondary associations
Brand development Strategy of the company (around 500 words)
1. Role of marketing mix (4P) in supporting the brands
Evaluation of Brand Development Strategy of the Company (around 200 words)
Contradictory arguments (around 400 words)
Recommendations (around 200 words)
Credit:ivythesis.typepad.com
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