Brand renewal for the company (Sears company)

You and a partner will select an existing brand (not one of the brand journal exercise options) that you both think could benefit from a makeover. It needs to be a large enough company that they have some clearly identifiable brand elements that exist now before you begin the assignment. Make sure that the brand is OK with me before proceeding to complete work on this project.

You need to be able to collect some information on this client. I’ll expect you both to do some detailed research; you need to be articulate what challenges the brand faces, and why you will focus on one or two of those particular challenges.

To earn a higher grade for this campaign I will expect more than another integrated campaign. I’d like to see you outline a larger framework on realigning who the brand is, the long-term strategy you would employ to do that operationally, and how that would impact both always-on marketing efforts and limited duration campaigns. This will take more work than what you might have done in other classes, but might inevitably be more interesting and better showcase your branding knowledge and ideas for implementation.

Usually, you do not have time to come up with a whole new customer journey when it comes to a one-off campaign, but whichever approach you take with this assignment, it would behoove you to think about relationship marketing and data capture. What is the progression through various steps with the brand? How does that relationship change? Does framing your campaign or larger rebranding framework have you think differently about touchpoints and how you might determine success? Regardless of the approach, I expect that you will be talking about measurement. That’s never easy for brand health and equity, so make sure to do plenty of research and leave enough time to map out a clear plan.

The paper itself should be between 1700 and 2000 words long. Because this is a bachelor-level class, I want to see details. There should be at least four external resources used in the paper to back up your ideas and provide additional credibility, including one each from eMarketer and Euromonitor. Teams should add external materials that help build their case, not seem like arbitrary additions included because they are required.