Brand Management

Assignment type Reports
Discipline Business and Management
Description Using Brand Management theory and vocabulary from the set text books (Keller, 2012 and Riezebos, 2003) and secondary information (including academic journal papers), write a report that describes and evaluates the JCB brand – from branded article (the original parent/flagship branded product) to brand extensions in the consumer market. (As part of this task, you will be explaining the role of brand image transfer in the brand extension strategy.) This coursework is designed to make you apply the language of brand management to a popular brand. You must, therefore, use relevant terms included in the set-text books Keller 2012 and Riezebos (2003). You don’t have to use all of the theory, but the ones that you think are appropriate. Think about brand strategy/added value/brand image/intrinsic and extrinsic attributes etc., in fact any brand term and concept that you feel are relevant (including the four building blocks, CBBE and brand image transfer). Use report format (an executive summary is not necessary). 3,000 words