Brand Critique

COMM571 Portfolio : Brand Critique Individual assignment Submit to :Turnitin 2000 words + annexes maximum 5 pages. Citations and referencing 12 font and double spaced. Please do not submit diagrams without explanations or justi cation of your decisions. This will result in a zero grade for that section or map. Due week 6 Choose one brand to critique (Not the same as your peers. Please check with me before starting) Choose a brand that uses multiple channels. (It can be local, B2B or international). Objective To understand how the brand aligns it’s channels with the customer segments and make suggestions for improvement. Details 1. Use the resources for analysing the online market place (pg 54 of text book) a) use google trends & key word planner to understand the long-term trends and seasonality for the di erent products categories carried by the brand. Which sectors will show positive growth ? b) Why might this trend be occurring ? c) Is it sustainable over the next 5 years. d) Are there any competitive brands that stand out ? 2. Benchmark competitor brands for all channels including websites and social media sites. 3. Identify the target markets for your brand (2 or more) Map the customer journeys for your brand. Identify Paid, Owned and Earned Media for the company fi ff 1 COMM571 Identify which media are responsible for Reach, Act, Convert, & Engage Identify the ROMI & CEP for your brand. 4. Assess the shopping preferences for the targets. Where do they prefer to nd information on the product/service sample / test the product/service purchase the product/ service Justify your responses. 5. Assess the content preferences of your customer. Which forms of content would they prefer and why ? 6. Map the channels used by the organisation in one country for one customer segment. Explain your mapping, sources of information and assumptions. 7. Assess the e ectiveness of the Channel strategy and make suggestions for improvement including possible alternative sources for revenue. Written Communications: Brand Critique Evaluation Components Knowledge Integration Topic Focus ff fi 2 Adequate Level 1 (C+/C) Average Level 2 (B+/B/B-) Demonstrate the author has mostly understood and is Demonstrates a limited able to apply the understanding of the concepts covered in application of the course the course. Some of material and concepts the conclusions are covered in the class not supported in the body of the paper. Some of the writing is unclear and incorrect The topic is focused The topic is not clearly but lacks direction. defined or too broad for The author has not this assignment clearly argued a position Good Level 3 (A/A-) Demonstrates a complete understanding of the concepts learned in the course, and their application. Concepts are integrated with the author’s own insights and have concluding remarks that clearly illustrates a complete synthesis of ideas The topic is focused narrowly enough for the scope of this assignment COMM571 Depth of Discussion Cohesiveness The author has not covered all the relevant content, or citations from other sources outweigh the author’s own writing Paper does not flow and disjointedness is apparent. Sources are not woven together well and author does not demonstrate the relationship among material from different sources Spelling & Grammar Unacceptable spelling& grammar errors Plagiarism & Citations Plagiarism report between 11-15% with limited citations 3 In depth discussion and elaboration in most sections of the paper For the most part ties together information from different sources. Paper flows with some disjointedness. Author demonstrates an understanding of the relationship among different sources of but material Moderate noticeable spelling & grammar errors Plagiarism report between 6-10% with comprehensive citations In depth discussion and elaboration in all sections of the paper Ties together information from all sources. Paper flows easily from one point to the next. Demonstrates an understanding of the relationship of the material covered Minimal spelling & grammar errors Plagiarism report less than 5% with comprehensive citations