Paper , Order, or Assignment Requirements

Word count: Maximum 2,000 words for sections 1- 8, this does not include the Executive Summary, TOC, References or Appendix.

The Report Structure:

– Title Page

– Executive Summary – this is a summary of the entire final written report, which you write after you have completed the report. (150-200 words)

– Table of Contents (must be detailed enough to show evidence of depth of knowledge and logical structure)

1. Introduction: Explain the purpose of the report. (100-200 words)

2. Brand background and Brand Context: Give a brief background to your brand, including a brief history, the context for our brand and briefly describe brand positioning. (100-200 words)

(Sections 3-6 about 1000 words overall)

3. Brand equity: Discuss theory of what the sources of Brand equity are in general. Indicate what the sources of brand equity are for your focal brand.

4. Brand values: Explain briefly what brand values are, according to theory. Indicate the nature of brand values for your focal brand.

5. Brand personality: Explain the theory of brand personality. Discuss the brand personality for your focal brand.

6. Brand communication: Explain the theory relating to brand communication to stakeholders. Discuss brand communications for your focal brand.

7. Major challenges: A brief summary of major challenges for the brand. (100-200 words)

Identify what the current challenges are for the brand

8. Recommendations: Make recommendations for brand improvement and development. (200-400 words)

Make desirable and feasible recommendations, supported by theory and strategic reasoning. Use persuasive and logical arguments to support your recommendations.