Business comunication

Your report should include the following sections:
1. An introduction which briefly presents the brand chosen and explains the reasons behind
your choice. Why did you select this brand? What are the image issues this brand is
currently going through? The choice of your brand should be supported by some type of
evidence such as facts from the news or data from industry reports. (About 500 words)
2. An analysis of the current positioning of the brand. Who is the target market? Who is the
key competition? What are the points of parity (POPs) and the points of difference (PODs)
of the brand against key competition? (About 1000 words)
3. Development of a new brand positioning. Keeping in mind your previous analysis on
target market, competition, POPS and PODs, how should the current brand positioning be
different? What aspects of the current positioning should be maintained, if any? What
aspects should be changed? (About 1000 words)
4. Development of managerial recommendations about how to bring the new brand
positioning to life. For instance, what communication leverages should be used to
implement the new brand positioning with the target market? How should these leverages
be integrated with one another? (About 500 words)
5. A bibliography which includes all the references that you used to carry out your brand
analysis. (Not included in the word count)
I. Identify tutor feedback points on your original work and identify where/how the
resit work has changed (give page number) in response to feedback
II. Identify the lessons you have learnt from doing the resit
III. Reflect on how your feedback and this process will help you improve future
assignments
The original marking criteria will still apply (see marking grid provided above) except that the 10%
weighting for presentation will be awarded instead to your reflective piece
Referencing
You MUST use the Harvard System.