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MKT 2006 Brand Management

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Question:

This assessment requires you to select a topic in branding:

  • Brand associations – corporate social responsibility
  • Brand extension
  • Brand revitalisation
  • Managing corporate brand reputation
  • Managing brands over geographic boundaries

Write a short critical academic literature review on the topic chosen. Develop one or two brand case studies to consider brand performance and compare theory to practice in this area. Identify areas for further research and offer your own original guidelines or model in this area. 

You should begin by defining the area and including a mind-map of the key themes/authors in the literature. Your review needs to do more than discuss the views of leading writers in the area you have chosen (with a focus on journal articles, at least 10). You have to critically appraise the literature and contribute your own views, both on areas for further research and recommendations for improving brand performance.

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