International brand strategy making use of the British image:
The Brief
Choose a British brand within the wellbeing industry (fashion/sports/beauty/cosmetics) that has
incorporated its British image within one international operation of your choosing (choose one
market to analyse, for example, China). Analyse and discuss the operation using theory that has
been covered during the lecture series, as well as secondary research (for example, refer to
academic journal papers, company documents, reports, websites, social media etc.). You will need
to consider whether the operation was a success, or not, and whether improvements could have been
made to the operation.
Essay structure and content （essay中⼀定要回答这三个⼤问题和⼤问题中的各个⼩问题）
The word count for the essay is 1500 to 2250 words. Please use the following as a guide for the
content and structure of your essay;
1) The brand and its international activities (500 to 750 words): 35% 1.1) Brief description of the
brand; (5%) 1.2) The brand’s internationalisation process (make sure you make links to
internationalisation theories); (15%) 1.3) International market – brief description of the chosen
market (to develop the essay) including its differences/similarities to the British market and
what aspects can represent challenges/opportunities to the brand when operating in this market
(why?). (15%)
2) Britishness (500 to 750 words): 30% 2.1) What is Britishness? (10%); 2.2) What elements of
the British image does the brand incorporate into its operation in international markets? (10%);
2.3) Provide details of how Britishness is incorporated within the brand for the chosen
international market (online/offline store atmospherics, social media, website, any other)
(10%)? DESN5319M Internationalisation in the Fashion Industry Context Page | 15
3) Critical analysis of the use of the British image in the chosen international market (500 to 750
words): 25% Develop a critical analysis providing the reader with the reasoning for: 3.1.)
Whether the brand uses the Britishness in the chosen international market properly? Why? If
not, how could it be improved? Why? (10%) 3.2) Whether the use of Britishness has helped the
brand entering and developing this market. Why? 有助 (10%) 3.3) Will Brexit affect the use of
the British image in this country? How and why?基本没有影响 (5%).
Please ensure you justify your answers by building evidence-based arguments. In other words,
make use of the literature and theories studied during the module to back-up your reasoning. Essays
will be assessed taking into account that the student has covered the following aspects when
developing its analysis:
a) Identification and rationale for selection of the brand making use of (citing and building
arguments based on) theories studied in the module. [35%]
b) Evidence of literature search (both in terms of breadth and depth), as well as secondary research
(for example, refer to academic journal papers, company documents, reports, websites, social
media) together with an evaluation of the quality of literature cited. [30%]
c) A critical review of the literature and secondary data identified related to the chosen Brand,
developing an argument highlighting the brand’s international strategy strengths and
weaknesses, together with suggested possible alternative approaches. [25%]

d) Quality of presentation: appropriate use of images and diagrams/ typographic communication
and clarity; appropriate use of Leeds Harvard Referencing Style making sure that statements
and arguments are grounded on references shown in the reference list; lack of plagiarism.
[10%]