4.1.1 Assignment 1: Individual presentation on a brand chosen from the ‘Interbrand Top 100 Brands.’

Choose a brand from the Interbrand Top 100 list: http://interbrand.com/best-brands/best-global-brands/2017/ranking/

Figure 1: The Building Blocks of a Brand

Kevin Keller (Strategic Brand Management) describes the stages of building a brand Starting at the bottom level of the pyramid, shown how your chosen brand has achieved each of the following

steps:

1. Who are you? Brand Salience (Identity)

2. What are you? Brand Performance and Brand Imagery (Meaning)

3. What about you? Consumer reactions (Responses)

4. What about you and me? Consumer Brand Resonance (Relationships)

Your task is to explain your chosen brand using this model. You are allowed a maximum of 12 slides, and a maximum of 10 minutes. Soft copy of your slides including detailed speaker notes to be submitted.

Answer the 4 questions from the viewpoint of your brand using the 6 building blocks in the pyramid above.

4.1.2 Assignment 2: Individual report on the individual chosen brand to answer the questions in Assignment 2 below.

Note that the brand chosen for assignment 2 must be different from the brand studied in assignment 1.

STEP 1

Choose ONE brand from Interbrand’s Top 100 Global Brands:

http://interbrand.com/best-brands/best-global-brands/2017/ranking/

This must not be the same brand as you choose in Assignment 010

You are a senior marketing consultant working for ‘Global Marketing Solutions plc.’ Your chosen global brand has commissioned you to produce a report that answers the following questions:

STEP 2

Answer ALL of the following questions:

1. Critically analyse the extent that your chosen global brand’s marketing mix is standardised and/or adapted across international markets. Your brand should be compared across 3 different markets. Conclude by providing a 2-3 paragraph summary that discusses whether you consider this to be an appropriate strategy(s). Remember to support your answer. 

2. Discuss which Internationalisation Process Theory (IPT) ‘best’ describes the internationalisation process that your chosen global brand has undertaken. Again, remember to support your answer.