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MKT2BBM Branding And Brand Management

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Question

The strategic brand-marketing project allows the development of practical skills in brand audit, analysis of brand equity and development of creative and relevant marketing programs and brand strategies. In this project, your goal is to provide recommendations on how a brand should be managed. Further guidance is provided below under the heading “Brand Analysis Project (Assessment Task 3)” and in the “Marking Guide for Group Brand Analysis Project”. 
 
1. Analyse the Latrobe University brandin the place where you are studying.  Research the organisation, comparative brands, and the competitive environment.
 
2. Begin with a consideration of the marketing objectives, target market and general marketing strategy. What role does (should) brand play? From this, conclude with a statement of brand positioning and values objectives.
 
3. Analyse all aspects of the brand. Supplement your judgment with secondary (and primary research) as warranted. The question you are trying to answer here is: What does the brand consist of, what has it done, and how effective has it been?

You should consider at least the following:

  • Brand awareness / consumer knowledge
  • Points of parity/difference
  • Brand elements
  • Marketing support program
  • Brand leveraging
  • Brand extensions (existing and potential future)
4. Summarize your analysis with a discussion of the brand’s equity in terms of Keller's Brand Equity Model, also known as the Customer-Based Brand Equity (CBBE) Model. Identify the extent to which the brand has succeeded or can succeed in each of the four steps: identity, meaning, responses, and relationships.
 
5. Make recommendations in the form of a brief marketing project plan on how the company can implement your suggestions.
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