Essay 2 Learning Outcomes This assignment has been designed to assess students on their achievements of the learning outcomes for this module, which are: • Define a brand and identify the characteristics of successful brands. • Understand, appraise and apply the concept of added value. • Analyse the role of branding in the consumer decision making process. • Critically evaluate the relationship between brand identity and individual self-concept. • Evaluate the role of branding in different business contexts (fmcg, business to business, services, luxury goods, global arena). • Critically evaluate branding as a strategic tool in creating competitive advantage. The Assignment Brief You have applied for a graduate position within a leading branding consultancy. As part of the selection process, you have been asked to write a report in response to the brief below. This is a competitive situation as your report will be used as a key indicator in the selection process. Select from the UK market one of the following brands: (If you are an international student and would prefer to write about one of these brands within a non-UK market, please discuss with your tutor). • Sainsbury’s Compile a 3,000 ¬¬- 3,500 word report on your chosen brand based on the following guidelines: Section 1. Background (worth 5% of the total mark) - Research the market sector and product category, using secondary data. - Provide a concise and succinct overview of your research in your report. - Ensure your focus is information and issues that impact your chosen brand. Section 2. Brand analysis (worth 30% of the total mark) - Using referenced academic sources, critically analyse the theoretical concepts that can be used to analyse consumer and other stakeholder perceptions of a brand (e.g. brand equity, brand identity, brand image, brand associations, brand attitude, brand essence, brand communities, etc.). Your focus should be the concepts that are most relevant to the brand you are analysing. - Develop a brand pyramid or brand prism for your chosen brand. - Develop a detailed brand personality profile for your chosen brand. - Use primary research to facilitate the analysis of your chosen brand in Section 2. Section 3. Positioning (worth 20% of the total mark) - Critically analyse the theoretical concept of positioning and explain its relevance to branding using referenced academic sources. - Use a referenced theoretical framework to devise positioning statements for your chosen brand and one of its major competitors. Compare and contrast the two. Section 4. Celebrity endorsement (worth 20% of the total mark) - Critically analyse the role played by celebrity endorsement in branding using referenced academic sources. - Select a celebrity who could be used in the future to endorse your chosen brand. Justify your selection by providing a rationale. Section 5. Special Interest (worth 20% of the total mark) - Critically analyse and evaluate one of the following in relation to your chosen brand: a) Retail environment b) Advertising (traditional media) c) On-line/new media promotion d) Corporate branding e) Brand identity Writing, presentation and referencing (worth 5% of the total mark) - The report should be well structured and written, and presented to a professional standard. - The report length is 3000 - 3,500 words excluding bibliography and appendices. - All references within the text and in the bibliography must be formatted in correct Harvard Referencing style. - The report must include a contents page, have numbered pages, and be presented in a professional manner.