4005BUSMK: COMMUNICATING THE BRAND 2014/15
Students are required to submit a 2,000 word individual academic report (typed).
The report should consider two brands competing in the same sector eg Pepsi and Coca Cola (this example or the brands case studied in the workshops cannot be used).
The report should cover the following areas:-
a. The branding identities, strategies and branding processes adopted by each organisation (LO1)
b. How the brands are positioned against each other and similar products in the sector (LO2)
c. How the brand personalities have been developed in relation to the target audience (LO2)
d. Evaluation of marketing communication strategies used by both organisations (LO3)
Suggested Report Structure
ii) Section a)
iii) Section b)
iv) Section c)
v) Section d)
Academic Concept(s) Applicable Academic Models/Frameworks
Brand 1 Data Source
Brand 2 Data Source No. of Words
Out of 2,000
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