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MMN523656 Global Fashion Branding and Marketing Communication

Module Learning Outcomes
On successful completion of the module the student should be able to:

1. Critically analyse the development of a real fashion brand within the global fashion environment [Assessment 1] 

2. Demonstrate an understanding of branding theories, tools and frameworks from marketing literature, together with their practical application [Assessment 1] 

Purpose of this Assessment 

Brand evolution allows you to stay relevant within the marketplace, as well as connected to your customer.

Task Required 

This assessment will provide you with an opportunity to critically analyse the development of a fashion or fashion-related brand, within the global fashion environment. 

For a fashion or fashion-related brand of your choice (you can use the same brand as you did previously, or you can choose a different brand), you are asked to critically review/analyse its development since 2015.  You will need to demonstrate a clear understanding of branding theories, tools, models, and frameworks researched from a wide range of literature, and show application of these theories, tools, models, and frameworks in order to provide evidence/justification for what has driven the change; such as (but not limited to):

• Changing consumer behaviour 
• Market segmentation and analysis: brand positioning map
• Changing consumer profile – psychographic/demographic
• Competitors/competitive environment

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