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2. A profile of how the products and services sold by a company are marketed and branded (600 words):
a. Names, logos, symbols, characters, packaging, slogans, or other trademarks used.
b. Inherent product attributes or characteristics of the brand, pricing, communications, distribution policies and any other relevant marketing activities related to the brand.
c. Brand positioning: Target market, segmentation and nature of competition
3. Critically evaluate the brand’s current position in terms of (1500 words):
a. Brand equity
b. Brand identity
This section should synthesise the insights that you have made based on your analysis of the secondary data (you can use bullet point or a figure/diagram with commentary for example).
Note:
I failed in this course because the weakness of this part. The below paragraph is a feedback from the tutor:
‘Brand positioning should be discussed in relation to MINI’s competitors. You need to clearly identify the brands that MINI is competing with in this section. Although you used relevant framework to analyse MINI’s brand equity, your argument lacked theoretical support. For example, you argued that MINI’s brand imagery was linked to historical heritage but you didn’t refer to the previous studies that link heritage to brand image.’
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