Description of the Assessment
You are required to examine a sector of your choice in-depth and suggest ways to develop a new brand to enter that sector.
You need to select a specific sector from the following list and write a brand audit report:
Beverage
Fashion product or service
Fitness related product or service
E-commerce platform
Car
Delivery service
A touristic destination
An online personality
The project should be entirely based on secondary information such as reliable public sources, trade magazines and business publications, company
websites, library databases etc. as well as your professional experiences, insights and expertise. Primary research is not essential. Your report must include
the following components and fully address these questions:
An executive summary of your project
1. Sector analysis (30%)
a. Describe the consumption trend and discuss the major opportunities in your sector.
b. Profile major competitive brands and market situation.
c. Analyse the major brands in the sector and produce a positioning map.
2. Develop a new brand to enter the market (50%)
Approved BBS Coursework Brief Template 2019/20 2 of 8
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a. Develop a new brand and justify your decisions. You should identify gaps in the market and opportunities for the new brand as well as explain
why the new brand is needed.
b. Detail and explain your brand graphics (names, logos, slogan and packages).
c. Develop a new communication strategy for your new brand.
d. Discuss the four components of the new brand that you aim to achieve: brand identity, brand image,
brand positioning and brand equity.
3. Make recommendations on how the brand should be managed in the next 3 years. (20%)
You may consider suggesting a marketing plan and discuss the details of development and implementation. For
example, you might wish to discuss your competitive reactions and how you will respond through appropriate
actions to build a strong brand.
A conclusion of your report
The report (accounts for 100% of your overall mark of the course)
Additional guidelines
• You are expected to apply appropriate theories/concepts and justify the application within your context.
• Your report should not exceed 2500 words (excluding content page, appendices, references or other supporting documentation) plus a
one-page executive summary
• You must reference your sources effectively and comprehensively, following the Harvard referencing style
• Limit the use of direct quotations.
• Font: Time News Roman, Size: 12, Line spacing: 1.5, Alignment: justified