James Bond Brand Placement

Requirements from the Lecturer

Requirements from the lecturer for the assignment : 1 . Intellectual qualities expressed - Outstanding, broad understanding and description. 2 . Structure & organisation - Outstanding flow and clarity in argument. Logical ordering of ideas, concepts and materials is outstanding. 3 . Level of reading - Outstanding evidence of broad and in-depth, suitable reading, including specialist academic journals and books. 4 . Quality of referencing - Outstanding competence in presentation. Outstanding competence in Harvard referencing and bibliography format. 5 . Writing style - Outstanding fluency in writing style. Attention to spelling, punctuation and/or grammar is outstanding. BRANDS AND BRANDING Assignment: James Bond Brand Placement You are a brand manager of a brand of your choice. You have been asked to write a report for EON production’s next James Bond film set for release in 2023, explaining why the brand or brand portfolio you are responsible for would be suitable for brand placement and tie-in. In the report you need to provide the following information: A brief analysis of the external environment and why you wish to be a part of the Bond brandscape (i.e. it is going to be an expensive strategy so what is your motivation?) Explain how this co-branding opportunity would be of benefit both for your brand and for the Bond brand (i.e. discuss the fit between them). There should be some consideration of how you want your brand presented in the film (e.g. visual/aural placement? How long will it be on screen? Who will use it? Is it integral to the plot?). Explain the brand placement strategy you suggest adopting (i.e. are you going to cross-advertise the film? Are you going to put it on the product packaging? Use of social media? Competitions? Etc.) Each question above carries equal marks. A thorough analysis of the background of your brand (e.g. what is the USP? Who is the brand targeting? How does it position itself relative to competitors? Etc.) will help you to answer these questions. The maximum word limit for the report is 2000 words, excluding references and appendices. Please write the assignment as a management report with a different section for each question. I also expect to see a title page with the course number and your candidate number (not name) as well as an executive summary, these are not part of the word count. Where material is sourced (journals, websites) please ensure appropriate referencing is undertaken. Assignments should be submitted in Times New Roman, Size 12, with either 1.5 or 2.0 line spacing. Please use 2.54 cm margins and include page numbers. The Harvard system has a generic format for in-text referencing and the reference list. You should access marketing-specific journals (e.g. Journal of Consumer Research, Journal of Marketing Management, Journal of Macromarketing, Journal of Marketing, Journal of Consumer Culture) to provide theoretical support for ALL your suggestions. Useful Readings Branding discourse applied to the arts (Schroeder, 2005, 2009, 2010) Cultural perspective on branding (Heding et al., 2008), or what Kelly (2010) and Diamond et al. (2009) call socio-cultural branding research. Concepts of “text” and “brandscape