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Deconstruct a Brand

A 1,600 word critical essay.

For this assignment you are required to critically appraise an existing brand.

You are asked to select and focus on a brand that you feel could benefit from some development. The choices could be from different design disciplines, eg: product design, packaging, store design, or service. Through marketplace observation and desk research you are required to develop a competitive brand profile for presentation and discussion in your written assignment. The purpose of this exercise is to develop evaluative skills in assessment, whilst identifying opportunities for the development of the brand.

Examine this brand in more detail – are there any missed opportunities? Are there other mediums such as space, online, logo, colour, senses etc. that could be explored for this brand? Take the brand through a ‘real-life’ simulation of a change management programme considering and the essential roles that strategists, project managers and agencies/designers would perform. Include a brief that you would give to a consultant in order to carry out this improvement work.

Assessment Criteria

(All weighted equally)

1. Coherence and organisation of the assignment

2. Addressing the question

3. Use of literature/evidence of reading

4. Critical reasoning

. ILLUSTRATIVE READING LIST: NO WIKIPEDIA LINKS!

Core Text:

Ellwood, I, (2002) The Essential Brand Book: Over 100 Techniques to

Increase Brand Value, London: Kogan Page.

Additional Text

Rosenbaum-Elliott, Parcy and Pervan (2011) Strategic Brand Management

2

nd

Edition, Oxford University Press.

Other books:

Aaker, D. (2002) Building strong brands, New York: Free Press.

Cocoran, I. (2011) The Art of Digital Branding (2

nd

edition), Allworth Press.8

Dahlen, M. et al, (2010) Marketing Communications: A Brand Narrative

Approach, Chichester: Wiley

De Chernatony, L. (2010), From Brand Vision to Brand Evaluation: The

strategic process of growing and strengthening brands (3

rd

edition),

Butterworth-Heinemann.

Healey, M. (2008) What is Branding? Hove: RotoVision.

Hill, L (2011) Superbrands Annual 2011: An Insight into Some of Britain's

Strongest Brands, London: Superbrands Ltd.

Interbrand Group (2006) The Brand Glossary, Palgrave Macmillan.

Jackson, D (2003) Sonic Branding, Palgrave Macmillan.

Kapferer, J.N. (2004) The New Strategic Brand Management: Advanced

Insights and Strategic Thinking (3

rd

edition) London: Kogan Page.

Klein, N (2009); No Logo, (10th Anniversary edition) Fourth Estate Ltd

Neumeier, M (2006) The Brand Gap: How to bridge the distance between

business strategy and design, Berkeley: New Riders.

Olins, W (2008) The Brand Handbook, London: Thames and Hudson.

Pavit, J. (ed) (2002) Brand New London: V & A Publications .

Randall, G (2007) Branding, Crest Publishing House.

Schroeder, J. & M. Salzer-Mörling (2005) Brand Culture, Abingdon:

Routledge.

Taylor, D. (2007) Never Mind the Sizzle...Where's the Sausage?: Branding

Based on Substance, Not Spin, Chichester: Capstone

Wheeler, A. (2006) Designing Brand Identity: A Complete Guide to

Creating, Building, and Maintaining Strong Brands, New Jersey: Wiley.

DVD:

NoLogo, (2002) Naomi Klein, Media Education Foundation.

Journals:

Admap

International Journal of Advertising

Journal of Consumer Marketing

Journal of Marketing

Journal of Marketing Management

Journal of the Market Research Society

Websites:

Superbrands [url removed, login to view]

Henley Centre for Forecasting [url removed, login to view]

Adbusters [url removed, login to view]

Brands of the World [url removed, login to view]

Brand Channel [url removed, login to view]

New Media Age [url removed, login to view]

Media, Advertising and Design [url removed, login to view]

Brand Republic [url removed, login to view]

Mintel (access through Library website) [url removed, login to view]

Journals and newspapers:

Campaign

Creative Review

Design Week

Marketing week

Marketing

New Media Age

Kemahiran: Pengiklanan, Penulisan Penyelidikan

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