Discuss the profile of the brand, including relevant market statistics to indicate its current standing in the market.



Give consideration to a brand that you feel has underperformed in recent years. This need not be a major brand, but it does need to have a commercial presence in the Business to Consumer market and, for your own sake, you should be able to find a reasonable amount of information to make your case.

This information might include a history of the brand, corporate financial statements reflecting current performance, etc. You need not conduct primary research for your summative assessment, although any primary data (e.g. findings from interviewing a relevant brand manager) may obviously be used to add value to your report.

You are not restricted to the UK market, but please do heed the guidance above with respect to the accessibility of information. It is strongly recommended that you do some background research prior to deciding on a particular brand. If in doubt, please liaise with your tutor.

As a rough guide, you will be expected to address the following in your report:

• Discuss the profile of the brand, including relevant market statistics to indicate its current standing in the market. Be sure to include mention on key sources of brand equity (LO a).

• Now discuss the individual brand elements that collectively form the constituent components of the brand (LO a).

• Explore the brand positioning in its current form, noting points-of-parity and points-of-difference (LO b).

• Apply the various layers of Keller’s “CBBE (Brand Resonance) Pyramid” and/or the dimensions of Kapferer’s “Brand Identity Prism” (LO b).

• How does the brand manage relationships with consumers? Does the brand have alliances with other brands (e.g. co-branding, ingredient branding) or people (i.e. celebrity endorsement)? Is there a specific brand architecture in evidence? (LO b).

• How does the brand track and measure performance over time? Be sure to discuss suitable metrics which are used, or may be used, by brand managers (LO b).

• With a view to making strategic recommendations for the way forward, why do you surmise the brand has not performed at its best? You may refer to issues such as intensity of competition, scandals involving the brand, lack of resources, etc (LO c).

• Lastly, critically and systematically discuss how best your brand should address the deficiencies unearthed in your analysis, stating what you believe to be pertinent strategic recommendations. Be sure to consider new products and brand extensions in your response. You should also aim to recognise and incorporate any insights from SDG’s 8, 9 and 12 that might moderate purely commercial objectives in growing and developing your brand (LO c & d).

Extremely important: You will need to use relevant concepts and theories from the module to support the above analysis.

You need not address these objectives in any set order. Some issues might be more prevalent than others. In fact, you may encounter difficulties in finding all of the information above. The structure of your report needs to be logical and cover the majority of the ground detailed above. However, there is no prescribed structure per se.

The post Discuss the profile of the brand, including relevant market statistics to indicate its current standing in the market. appeared first on Essay Quoll.

Calculate your paper price
Pages (550 words)
Approximate price: -

Why Choose HelpHub


Quality Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.


Qualified Writers

We have hired a team of professional writers experienced in academic and business writing. Most of them are native speakers and PhD holders able to take care of any assignment you need help with.


Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account.


On Time Delivery

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. We will always strive to deliver on time.


Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text.


24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Help Hub

Place your order

Fill in the order form and provide all details of your assignment.

Help Hub

Proceed with the payment

Choose the payment system that suits you most.

Help Hub

Receive the final file

Once your paper is ready, we will email it to you.

HelpHub Writing Services

No need to work on essay at night. Sleep tight, we will cover your back. We offer all kinds of essay writing services.

HelpHub HelpHub


Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.

HelpHub HelpHub


Admission Essays

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.

HelpHub HelpHub


Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.

HelpHub HelpHub


Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied.