My choice of company to report is Diageo. https://www.diageo.com/
I think it fits well but if you’ve got any other suggestion please let me know.
Please read the lecturer notes below. Let me know if you’ve got any questions.
*** Lecturer notes/instructions ***
You are to write a report on the branding strategy of an organization of your choice. This could be either product or service based, domestic or international, within any industry segment, including retailing or even NGOs.
This will essentially be a Strategic Brand Management Report, including analysis (either positive or negative) and recommendations for the organization/brand selected.
Focus of the Report
Firstly choose the organisation and its brands. The best choice is of an organisation with a multi-brand portfolio and which corporate name is not the same as the product brand names. If your organisation is too large with an extensive portfolio of brands in multiple industries you may want to look at only one part of the organisation.
You might wish to choose an organisation you have access to and documents within it, or simply one that you have a good knowledge of or are interested in. EVEN BETTER IF IT IS YOUR CURRENT ORGANISATION AS THEN IT WILL BECOME MORE OF A CONSULTING REPORT THAT YOU MAY EVEN BE ABLE TO IMPLEMENT IN THE FUTURE. But make sure that the organisation is not too young and it has an interesting brand history.
The focus is on the brand. Remember to use the different conceptual models/frameworks as presented in the reference books and to apply them to the brands you’ve chosen and to cover all aspects discussed up to and including session 6.
Some possible Format ‘headings’
Although it is best not to be too prescriptive in giving a ‘pro forma’ that hinders your creativity, it is crucial that you include some headings rather than an essay type continuous piece of writing. The following are some you might like to consider although you could also combine some of these, and use wording that feels most natural for yourself.
” Introduction – simply and briefly about the organisation and brands selected
” Brand Elements – what is the assessment of the brand at present and historically, from possibly reports/case studies and your own analysis
” Brand Strategy – by identifying the elements and analyse their current/recent brand strategy
” Marketing communications integration – how well is the communication integrated into the overall strategy of the brand. This is not about their communication strategy but how it reinforces the brand
” Growing/sustaining the brand – what is the outlook for the brand
” Brand Portfolio (although this topic will only be discussed in class after the deadline it would be good if you try to look at the brand portfolio and include it in your report)
” Conclusion – final summary of your analysis
” Recommendations – for change/continuation of the brand strategy
” Bibliography – remember to include referencing at the end of the report and in the text of your report. Use Harvard Referencing Style
Remember Do not use ‘I’ ‘Me’ ‘Self’ ‘My’- this is a formal report
*** key readings ***
– Johansson, J. and Carlson. K. (2015), Contemporary Brand Management, SAGE
– Kapferer, J-N. (2012), The New Strategic Brand Management, 5th Ed., Kogan Page – 658.827 KAP & ebook
– Keller, K. (2013), Strategic Brand Management, 4th Ed., Pearson – 658.827 KEL &