Assignment three: brand case study
Module code APM2001
Module title Brand Management
Submission 9:00pm, 10 May 2021. Online via TurnItIn.
date, time
Feedback type Written feedback
& date
Word count 1000 words
Assignment Case study of a brand.
type
Assignment Students are required to produce a 1000 word case study of a chosen brand.
structure and The case study should use the module learning to analyse the brand’s position
format in the market place, it’s relationship with the public and its key audiences, its
strengths and weaknesses and its successes – or failures – in developing a
strong brand identity that contributes to (or detracts from) the value of the
brand.
The work should be supported with specific examples and draw on the history
of brands and the ideas and theories about the place of brands in our society
discussed during the module. The work should reference the reading within
the module and demonstrate the student’s ability to conduct effective,
relevant research. Students may also wish to consider the effectiveness of
their chosen brand’s public presence in relation to the insights gained in
studying the guidelines developed to support successful brand identities –
looking at fonts, logos, graphics, design consistency etc.
The structure of the submission is up to the student, but you should be aware
of the limitations of the word length. A suggested structure might look like:
1. Introduction – 100/150 words
Briefly set out what you are going to discuss, why it is relevant (in
relation to readings in the module) and briefly set out the argument
you are going to make (your thesis).
Thesis is what you think about the topic, what you argue about the
question, not what you are going to do with the topic.
NOT thesis: In this essay, I am going to discuss the success and failure
of Viettel in maintaining their brand consistency over the last 20 years.
Thesis: Viettel has been fairly successful with maintaining their brand
consistency over the last 20 years but the course was encountered
with certain failures.
2. Introducing the brand – 200/250 words
Briefly explain the brand’s history and its place in the market/society.
Explain why you are discussing it here (it’s particular strengths and
weaknesses).
- Set the context and introduce the brand
- State your reasons for choice
3. Analysis – 400/500 words
Using a small number of key examples (you won’t have room for more
than two or three) make your argument about the brand and whether
you consider its presentation and/or relationship with its audience
successfully reflects the image it seeks to construct for itself and the
creation of brand value.
Analyse the brand’s position in the market place, it’s relationship with
the public and its key audiences, its strengths and weaknesses and its
successes – or failures – in developing a strong brand identity that
contributes to (or detracts from) the value of the brand.
- Give your personal evaluation
- Link it to theoretical literature (citations)
4. Conclusion - 100-150 words
Link back to the thesis you made in the introduction. How did the
examples you’ve introduced help you prove the argument you were
trying to make? What important lesson can be drawn from this case
study?
The document should be clearly written and presented in an appropriate
academic format (double-spaced, adequate margins, readable font) and
supported with properly formatted citations and a bibliography. Students
should use the Harvard citation system (for more information,
[Link]
Assessed The history, practices and processes of branding.
learning The procedures of brand value measurement and evaluation.
outcome (s) Identifying and recognising the different types of brands along with their
distinctive features, marketplaces and audiences.
Retrieving and collecting offline and online data to understand brand
cultures as well as assess brand strength and value.
Module 30%
weighting %
Key reading Selected suggested reading:
and learning Aaker, D. 1996. Building Strong Brands, New York: The Free Press.
resources Aaker, D. 1993. Managing Brand Equity, New York: The Free Press.
Arvidsson, A., 2005. “Brands: A critical perspective”. Journal of Consumer
Culture, 5(2), pp.235-258.
Arvidsson, A., 2006. “Brand value”. Journal of Brand Management, 13(3),
pp.188-192.
Arvidsson, A. and Caliandro, A., 2015. “Brand public”. Journal of Consumer
Research, 42(5), pp.727-748.
De Chernatony, L. 2001. From Brand Vision to Brand Evaluation, Butterworth-
Heinemann.
De Chernatony, L., McDonald, M., and Wallace, E., 2011. Creating Powerful
Brands. London: Routledge.
Heding, T. 2016. Brand Management: Research, Theory and Practice. London
and New York, Routledge.
Kapferer, J.N. 2012. The New Strategic Brand Management, Kogan Page:
London.
Lunt, P. & Livingstone, S. (1992) Mass Consumption and Personal Identity,
Buckingham: OUP.
Lury, C. (2004) Brands: The logos of the global economy, London and New
York: Rutledge.
Lury, C. (2011) Consumer Culture, Cambridge: Polity, second edition
Rosenbaum-Elliott, R., Percy, L. and Pervan, S. 2015. Strategic brand
management. Oxford: Oxford University Press.