Brand Management and
Corporate Identity
Please this is a branding assignment, visuals and images are expected.
Brief

As a recent graduate from a postgraduate programme you are seeking a managerial position within a Branding Consultancy. As part of the selection process you have been asked to write a 3000 word report around the questions below. You are asked to use your initiative and flair in the presentation of the report.

Visit the website of The Cool Brands Council at http://www.coolbrands.uk.com.
Select one brand from the list of cool brands.
Compile a report which addresses the following:
Please address either task 3 or task 4, not both

Task 1 [Compulsory]
Undertake research in order to fully understand the brand and to uncover insights. Using this, discuss the positioning of the brand. Pay attention to the target segment(s), to what extent the brand’s appeal is based on tangible vs. intangible benefits (lecture 1), and the points of parity and the points of difference (lecture 2). Complete a brand mantra and the brand identity prism using the frameworks from lecture 2.

Please put this analysis in the appendices.

Drawing on the above analysis write a 500 word essay on the brand identity and why you think the brand qualifies as cool.

Task 2 [Compulsory]
Discuss the concept of customer based brand equity (CBBE) using referenced academic sources. Apply this concept to your selected brand. Support your discussion with the relevant secondary data and some evidence—visual, qualitative, or quantitative—that illustrates the key dimensions of CBBE as applied to your chosen brand.

Please address either task 3 or task 4, not both

Task 3
Review the case for brand extension using referenced academic sources. Identify and justify some extensions which could take the brand forward. If the brand currently has extensions consider how these could be further evolved.

Task 4
Outline the role played by celebrity endorsement in brand communications using referenced academic sources. Identify and justify a celebrity who could be used in future to endorse the brand and suggest how their involvement with the brand could be maximised.

Task 5 [Compulsory]
Critically evaluate the effectiveness of your selected brand mark (logo) and provide a detailed explanation of its expressive attributes; ensure that you support your interpretations with references.

Please put additional supporting material and images for this assignment in the appendices