Controlling and Harmonising Brand Identity, Image, and Personality

Individual Brand Case-Study Report

The Topic is: Controlling and Harmonising Brand Identity, Image, and Personality

A ‘Blue Sky’ Strategy Report
 Using the same brand as for Assessment One, the purpose of the following report is to outline a new strategic approach, to be presented to the company Brand Director.

You do NOT need to produce an actual branding plan, with media costs, schedules and timelines.
Consider that there is no one right answer; and it is unlikely that you will be able to present a strategy that uses all branding schools of thought and elements – as this would make for a shallow answer. At this stage presenting a compelling, competitive, and evidence-based ‘big idea’ with criticality is crucial.

Brand Identity and Brand Personality are two theoretical concepts used to understand and optimise branding activities (David Aaker, Jennifer Aaker, Jean-Noel Kapferer amongst others). Within these schools of thought there still remain differences of opinion and approaches. Begin by establishing a critical literature review, which defines, groups and critiques each of these positions. Then following this, use them as a basis for illustrating your own findings and perspectives. Throughout your piece, you should attempt to move discussions beyond the descriptive; offering guidance and suggestions as to how theory and practice can be improved.

Guidance:
A key focus of this report is to present a novel approach, whilst capturing the essence of a strategic imperative – using stepwise and layered narratives. A clear case, rationale and story should be presented, which is grounded in evidence and strong conceptual arguments. Furthermore, the report should make use of technical terms appropriate for a marketing professional.
At every stage link your findings to relevant brand theory and academic thinking. Your report needs to contain sufficient academic referenced material, with a preference given to academic journals over books. Examine whether your chosen brand’s approach follows conventional academic thinking, or if there are in fact differences in opinion. Comment on these factors and draw your own subsequent conclusions; offering recommendations where appropriate.

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