1. Identify and describe the brand’s target audience/customers and conduct some form of ‘situation analysis’ (e.g. a brand audit) which culminates in the creation of a brand SWOT analysis.
2. Create a suitable ‘brand map’ (brand, concept, perceptual/positioning…) relevant to your chosen context and strategy, and link it explicitly to the above task.
3. Dependent on your chosen scenario, select and develop an appropriate ‘brand planning model’ (such as Keller’s… – Aaker’s… Balmer’s… Kapferer’s… or AN Other’s…) to develop some core aspects of your branding strategy.
You must state explicitly why you have chosen your model, as well as create the relevant content for your specific application, culminating in the design of an appropriate brand mantra. Ultimately, of course, the brand manager (report reader) will need to understand, exactly what you’ve done, why, how, etc.
35%
4. Develop and present a typical target customer journey and specify how you intend to interact with and engage them along the journey from awareness to advocacy, stating explicitly which marketing communications tools, techniques, channels and media you intend to use, and why.
20%
5. Specify which brand and marketing performance metrics you intend to use to assess the performance of your marketing communications campaign.
10%
6. Write and include an Executive Summary (max. 200 words) at the beginning of the report, summarising key points in the report for a brand manager. 5%
