 MKT09109: (Brand Management) The report should reflect how the brand will be developed, sustained and taken to an overseas market.

Module / Subject / School:

SOC105: Introduction to Sociology

Singapore University of Social Sciences

Requirements:

Group report (3-4 students, 3000 words +/- 10%).
Create and develop a brand management strategy for an IMAGINARY brand including the development of brand name and logo. The report should reflect how the brand will be developed, sustained and taken to an overseas market.
To assess individual contribution and participation, you will be asked to fill in an online peer assessment form.

What we score:

72%

Our Writer’s Comment

This assignment is designed to assess students’ understanding of business practices.

To secure an A+ grade, adhere to these guidelines and make sure your work aligns with the grading criteria:

1. Creating and Developing the Brand Name and Logo

Start by developing a strong brand identity. The brand name and logo should reflect the values and personality of your imaginary brand.

Brand Name: Think about your target market and the emotions you want to evoke. The brand name should be memorable, easy to pronounce, and aligned with the brand’s purpose. For example, if your brand is eco-friendly, consider names that evoke nature or sustainability, like “EcoFlow.”
Logo Design: Your logo should visually represent the brand’s identity and be simple and versatile. Consider using colors and fonts that communicate your brand’s values. For example, green tones for an eco-friendly brand suggest growth and sustainability.

Tip: Explain why you chose the brand name and logo. What message does it send to your audience? How does it reflect the brand’s core values?

2. Developing the Brand

This section is all about how you’ll position the brand in the market and what strategies you’ll use to develop and sustain it.

Target Audience: Clearly define who your target market is. What are their demographics, interests, and needs? For example, if your brand is a sustainable fashion brand, you might target young adults who are environmentally conscious.
Brand Positioning: How do you want your brand to be perceived in the market? Identify your brand’s unique selling point (USP). What makes it different from competitors? For example, is your brand offering affordable yet stylish eco-friendly fashion?
Brand Story: Develop a compelling brand narrative. Why does this brand exist? How does it solve a problem or fill a gap in the market? This will help connect with customers on an emotional level.

Tip: Use the Brand Positioning Statement format:

“For [target audience], [brand name] is the [category] that [unique benefit], because [reason to believe].”

For example:

“For eco-conscious young adults, EcoFlow is the sustainable fashion brand that offers affordable, stylish clothing made from recycled materials, because we believe fashion should be both ethical and accessible.”

3. Sustaining the Brand

You need to explain how your brand will be sustained over time. This involves strategies to maintain customer engagement, brand loyalty, and market presence.

Customer Engagement: Develop strategies to connect with customers. For example, use social media and content marketing to share the brand’s story, promote eco-friendly initiatives, and engage with your audience.
Brand Loyalty Programs: Introduce loyalty programs to encourage repeat purchases. For example, offer discounts or points for customers who refer friends or make purchases.
Consistency in Messaging: Ensure that your brand message is consistent across all platforms (e.g., website, social media, advertisements). This helps build trust and recognition.

Tip: Use real-world examples of successful brand strategies from companies that your imaginary brand can model itself after. This shows that you’ve done research and can apply real strategies to your brand.

4. Taking the Brand Overseas

Here’s where you’ll explain how you’ll expand the brand into an international market. Focus on the challenges and strategies needed to succeed globally.

Market Research: Identify the overseas market you want to enter. For example, if your brand is eco-friendly, you might target countries where sustainability is a growing trend, like Scandinavia or Germany.
Adapting to Local Culture: Explain how you’ll adapt your brand to fit the local culture while maintaining its core identity. For example, you might need to adjust the messaging or marketing to align with local customs or preferences.
Entry Strategy: Choose an entry strategy, such as e-commerce, partnerships with local retailers, or franchising. Explain why this strategy is best for your brand and market.
Challenges: Acknowledge potential challenges such as language barriers, cultural differences, and legal requirements. Discuss how you’ll overcome these challenges.

Tip: Make sure your plan for international expansion is realistic and well-researched. You should show a good understanding of the market dynamics and cultural differences in the new region.

5. Collaborating as a Group

Since this is a group assignment, you’ll also be assessed on your ability to work well as a team. Make sure to:

Distribute tasks evenly and fairly among group members.
Communicate effectively and ensure everyone’s ideas are heard.
Cite individual contributions properly in the report, and make sure the final product is cohesive.

General Tips to Improve Your Score:

Research-Based Approach: Incorporate real-world examples and market research to support your brand strategy. This shows you’re not just making assumptions, but basing your decisions on actual market data.
Be Clear and Specific: Don’t be vague about your brand strategy. Provide specific examples of how you’ll engage customers, build brand loyalty, and enter overseas markets.
Use Visuals: Include visuals like your brand logo, positioning statement, or a map showing your international market entry plan. This will help make your report more engaging.
Reflect on Peer Contributions: In the peer assessment, provide constructive feedback on each member’s contribution and reflect on your own role in the group. Being honest and specific about contributions can help show the overall teamwork effort.

By focusing on clarity, research, and real-world examples, and ensuring that your brand strategy is thoroughly developed and realistic, you’ll improve the overall quality of your report and likely boost your score in future group assignments!

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