Brand Value: Inception to Delivery
Individual Report
Word Limit: 2,000 words.
Case Study: 'FASHION' Your Fashion Best Friend
Brief: Taking on the role of E-Marketing Director, you have to develop a virtual brand marketing communication campaign Brand Name Developed in part one of the module (include within appendix)
You should identify the brand you developed in part A of the module; provide a short summary of the brand which ought to include:
What the key proposition/ features of the brand
Who is the target audience?
Key features of the brand that differentiate itself from competitors
Include Kapferer's Brand Identity Model
Your report should consist of:
Key characteristics of the internet marketing environment and the challenges/opportunities it presents to the e-marketing manager.
Situation review of competitive brand (Including their environment macro environment e.g. PEST analysis). This ought to focus on the sector in which the brand is to compete. This section ought to include relevant commentary on: Political factors - relevant only e.g. government policy directly related to your target consumer group/sector only
Economic factors: e.g. affecting consumer expenditure
Technology: evaluate how the internet is utilized within this sector
Socio/cultural: How consumers are using the internet; the impact of the internet upon consumer behavior (e-consumer behavior); use of technology with a focus on social media use
Note: market data should be within appendices; graphs, charts within appendices
Theoretical support is essential; e.g. Taps and Hughes (2004); Constantinides and Foutain (2008) Dennis et al. (2009).
A critique of the competitor brand e.g.
Examine the current strategy they are trying to achieve? Their brand positioning; target market/ business model adopted; key e-marketing activities (8 P's marketing mix); virtual brand communication mix
Theoretical support is essential: consider Porter (1980) Chavan (2009) Goldsmith (1999) _
Recommendation(s) in developing a virtual brand communication strategy; the recommendation (s) should be based on your analysis of the Situation Review (PEST Analysis) and the critique of the competitor brand. This should include
The strategy recommended
Definition of social media
The tool (s) you would utilize
The brand communication message
How this virtual brand communication strategy supports the Brand Identity model you developed in Part A of this module.
Theoretical support is essential.