Brand Management



2,500 word case study


In this assignment you need to draw on a number of perspectives, concepts and issues you have been introduced to throughout the term and show your ability to adequately apply them to a particular example from business practice. You also need to evaluate their adequacy as analytic tools in the first place and show your understanding of the theory as well as your ability to derive at practical recommendations. You need to support (justify) your explanations and recommendations with appropriate academic sources (i.e., academic articles presenting perspectives/concepts/theories and articles reporting empirical research studies). You also need to source adequate data and information about the business case you are analysing and evaluating with the help of the concept/theories/frameworks of your choice. In this way you need to show your understanding of the theoretical and the practical implications of your branding knowledge and your ability to apply theory to practice.


Read the set task carefully and make sure you address all parts of the assignment in your coursework! Your assignment must include a title page (with the title of the question, the module name, your name, and your registration number) and a list of references, which includes all articles, books and other sources you have cited in the body of the text. You must follow the Harvard style of referencing.


You must check your essay for errors in spelling and grammar using Standard English (which is British English and not American English or other derivatives). The coursework needs to be written in an academic style following general guidelines on essay writing and the guidelines included in the module (study) guide. In addition, the case study type coursework requires you to research collate and present information about a brand taken from business practice in order to analyse and evaluate the example based on your application of relevant brand management perspectives, concepts and/or issues discussed throughout the term.


Please note that the 2,500 word limit includes in-text citations and quotations, but excludes the list of references. You may present summarised information about the case example in additional tables or figures.


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