BBMK504: Analyse Brand Based on the six (6) building blocks of the Brand Resonance Model

Internal Code: 1IIDG Topics Assessed 

• Lecture 2.1: Brand Resonance and the Brand Value Chain

   

• Lecture 2.2: Brand Elements

   

      Learning Objectives (a,b,d from unit outline)  

• Understand the appropriate concepts, theories and techniques related to the important issues in brand management operations.

   

• Plan and manage a team project conducting a brand assessment, analysis and development for a good or services/non-profit or profit organisation.

   

• Critique, add value to and integrate brand equity management practices for brands.

   

Group presentation 

For Part A of this project, student teams of 2 or 3 will be

allocated one brand

. Each group is then required to prepare a presentation on 2 topics: Brand Resonance Model and Brand Elements.

Brand Resonance Model

1. Analyse your brand based on the six (6) building blocks of the brand resonance model as discussed in Lecture 2.1. Refer to the journal ‘Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands” by Kevin Lane Keller posted in the “Assessment Folder” on Moodle to assist you.

    

Brand Elements

1. Analyse your brand based on the seven (7) brand elements as discussed in Lecture 2.2.

    

2. Assess the brand elements against the six (6) criteria’s for choosing brand elements.

    

The presentation will be held in Session 4.1, It comprises a 10min presentation (submit both a hardcopy and softcopy via Turnitin). Summarize the findings in a concise and graphically appealing way. This is your chance to highlight and enhance the collected information.

Group Written Report 

Part B of the brand management strategy involves a written report of your presentation for your allocated brand.

Format

The report is due Sunday of Week 4 The total word-limit for Part B is 1000 +/- 10% words per individual (excluding executive summary, cover page, references and appendices). Please include a cover page that states: Subject Code and Name, Student Number and Full Name, and Work Distribution.

Report Outline Executive Summary

• Introduction 

 

• State the objectives of the report

   

• Include relevant background for your brand (include positioning of brand)

   

• Include a scope of the report

   

 

• Brand Resonance Model 

 

• Summarize the brands strength and weaknesses against each building block of the model.

   

 

• Critique of brand elements 

 

• Summarize the strengths and weaknesses of your brand’s current brand element strategy based on the six criteria’s presented.

   

 

• Conclusion 

 

• Restate the objective of your essay, or your research statement.

   

• Summarize the key points of your report.

   

 

• References

 

• Adhere to Harvard Referencing guidelines

   

• Include minimum 4 academic

   

  journals