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UG_Brand Management assignment breif.docx

The document outlines an assignment for a marketing module focused on developing and managing brand strategies within the fashion industry. Students are tasked with analyzing a struggling fashion brand, creating a new branding strategy, developing a new product line, and proposing an integrated marketing campaign. The assignment emphasizes the importance of aligning branding with contemporary market trends and includes specific deliverables and grading criteria.

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Anshu Nagdev
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6 views3 pages

UG_Brand Management assignment breif.docx

The document outlines an assignment for a marketing module focused on developing and managing brand strategies within the fashion industry. Students are tasked with analyzing a struggling fashion brand, creating a new branding strategy, developing a new product line, and proposing an integrated marketing campaign. The assignment emphasizes the importance of aligning branding with contemporary market trends and includes specific deliverables and grading criteria.

Uploaded by

Anshu Nagdev
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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UG FASHION BUSINESS

Module Name HC4A 35 Marketing: Brand Management


Assignment Title Developing and Managing Brand Strategies: A Practical
Analysis
Start Date 7 January 2025
Assignment Deadline 29th March 2025
Lecturer Nandini Garg

Objective
This Unit is designed to equip learners with the knowledge and skills to develop brand strategies that
enhance the product and service visibility in the competitive markets. It explores the strategic role of
branding, the value and management of brands, and the importance of connecting with target
audiences. Learners will also study the impact of digital and social media on brand awareness and the
integration of online and offline media techniques across various industries to achieve successful
branding outcomes.

Outcome 1: Explain the impact of brand development


●​ explain branding and the main purpose of a brand strategy.
●​ identify the factors which create a brands identity.
●​ explain how branding can influence audience perception.
●​ explain the how branding can be used to successfully raise awareness about the brand.
●​ explain how online and offline media can be used to help position and reposition the brand.
●​ explain the development of branding, in both past and present, in terns of:
○​ Historical development
○​ benefits to an organisation
○​ factors which influence brand development across different industry sectors,
including:
■​ Consumer
■​ Retal
■​ B2B
■​ Not/non Profit Organisation

Outcome 2: Explain how offline and online media branding techniques can influence brand
management.
●​ explain key elements of building and creating successful brands through multi-media,
including digital technologies.
●​ explain the concept of brand equity.
●​ explain different brand strategies which can be adopted by an organisation, covering
five of the following:
○​ corporate branding
○​ product branding
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○​ family branding
○​ re-branding
○​ brand extension/stretching
○​ co-branding and endorsing strategies
○​ international branding
●​ explain the legal issues which directly impact brand management, including:
○​ legal responsibilities governing brands
○​ intellectual property rights of brands

Outcome 3: Create a proposal for a digital promotional campaign.


●​ Analyse the business portfolio of an organisation and suggest recommendations for the
rebrand of an existing product or the launch of a new product. The analysis must include
the use of one of the following models:
○​ product life cycle
○​ product positioning map
○​ product portfolio planning
And recommend appropriate approaches which focus on online media.
●​ Produce a proposal for an online media campaign to rebrand an existing product or
launch a new one

Assignment brief:
Choose a fashion brand that is currently losing its relevance in the market, struggling due to outdated
branding, or dealing with a scandal. Develop a comprehensive strategy to help the brand regain its
place in the industry and connect with modern consumers.

Tasks:

1.​ Brand Analysis:


●​ Identify a fashion brand facing challenges (e.g., declining market share, negative public
perception, or a lack of innovation).
●​ Provide a brief overview of the brand's current situation, including the challenges it faces and
its existing branding elements.

2.​ Create a New Branding Strategy:


●​ Redefine the brand’s core identity, values, and positioning to align with contemporary market
trends.
●​ Outline changes in the following branding elements:
○​ Logo and typography
○​ Color palette
○​ Visual identity and tone of voice
○​ Customer experience (in-store and online)
●​ Include sustainability, inclusivity, or innovation in your proposed strategy.

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3.​ Develop a New Product/Line/Sub-Line:


●​ Design a new product range or collection that reflects the rebranded identity.
●​ Specify the target audience, product features, and pricing strategy.
●​ Highlight how this product/line will help the brand reconnect with its audience or expand into
new markets.

4.​ Propose an Integrated Marketing Campaign (Online + Offline):


●​ Create an online and offline campaign to launch the rebrand and new product/line.
●​ Include details on:
○​ Campaign concept and tagline
○​ Digital strategies (social media, influencer collaborations, website enhancements)
○​ Offline strategies (store events, pop-ups, experiential activations)
○​ Potential partnerships or collaborations
●​ Suggest key performance indicators (KPIs) to measure the campaign's success.

Deliverables:

●​ A presentation or written proposal (minimum 10 slides/pages).


●​ Supporting visuals such as mockups, mood boards, or campaign storyboards.
●​ Detailed explanation of how the proposed strategy addresses the brand’s current challenges
and aligns with future goals.

References: You must include valuable sources of reference used to conduct your primary /
secondary research to gather valuable information on your project

Final Hand in:


19th March 2025 - A PDF version and supporting documents to be uploaded on Google drive
29th March 2025– in-person presentation on campus

Assignment Grading Criteria

Creativity & Branding Branding Kit Presentation Total


Research strategy Skills

20 30 30 20 100

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