Brand Assets Strategy Analysis – Glade

In this assignment you are being asked to demonstrate your knowledge of Brand Assets Strategy (Brand Portfolio Strategy, Brand Extensions, Brand Identity and Distinctive Brand Assets) gained from course lectures and materials and the ability to apply this knowledge in analyzing the Brand Assets Strategy of BRAND in the Canadian market.

 You must do the following:

1. Provide a comprehensive review of the BRAND portfolio strategy and brand naming policy. 50%
2. Demonstrate an understanding of the value of mental availability and brand salience for building strong brands and businesses by inferring and constructing a simplified brand memory network for BRAND. 25%
3. Recommend and launch a brand extension for BRAND into a new category. You must demonstrate an understanding of the theory and empirical evidence supporting brand extensions and best practice in choosing and leveraging distinctive brand assets. Determine two possible extension opportunities and make your reasoning for the best candidate explicit. Then discuss the key brand identity elements you will use to brand this new product. 25%

Your key findings must be supported through referencing sources in a one-page appendix to your assignment.  In keeping with academic rigour, insights and paper contents must be your own. Only personal observation (a visit to a retail store or website) and secondary research are permitted for this assignment.

Max length: 4 pages + 1-page appendix for sources.  Use 12- point type, single spacing.

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