This is a brand management coursework where we had to choose a British brand that is currently facing branding related problems, such as positioning and brand identity etc. The first section should describe the problems that the brand is facing, which is followed by a section that suggest a repositioning strategy to tackle these problems. Following this, there is an IMC campaign and the final part of the coursework is an audit plan that should be for 2 years post implementation. Books for this module are ‘Building Strong Brands’ byt David A. Aaker and ‘Strategic Brand Management’ by Elliot, Percy and Pervan.
