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Choose lululemon this brand for this assessment
The following assessment criteria will be used to assess your work:
∠Ability to demonstrate an understanding of branding literature (use of appropriate branding terminologies, frameworks, models)
∠Appropriateness of theoretical analysis and the overall quality of the arguments
∠Appropriateness of discussion of the chosen brand (effectiveness of applying theories and concepts to the brand) and the overall quality of the insights into the chosen brand
∠Quality of recommendations made to the chosen brand (recommendations should be based on the analysis)
∠Report structure and presentation (Cohesion of answer; use of academic English; Grammar; essay structure)
∠Academic sources used (relevance and range of academic journal articles, textbooks and other supplementary sources on branding)
∠Standard of referencing (correct use of Harvard referencing)
The following structure should be followed:
Individual Cover Sheet
Title Page (e.g. An analysis of McDonaldâ€s)
Executive Summary – in Bullet Point (400 words)
Introduction – Introduction to topic and brief background of chosen brand (be critical; justify your choice of brand) – (400 words)
Discussion – To what extent do brand identity and personality contribute to the success of a brand – (900 words) – students could consider the following discussion:
â—Definitions of brand identity and brand personality from existing literature
â—Theoretical development of brand identity and personality
â—Importance of brand identity and brand personality to brands / branding as shown in the literature
â—Relationship between brand identity and brand personality to brand equity model
â—To what extent to do brand identity and brand personality contribute to the success of a brand (use your chosen brand as example)
6. Recommendations – please outline Short term (1-3 years) and Long Term (4-5 years) recommendations for your brand :
â—Which of the options would you choose to recommend to the brandâ€s management team as the best way to manage the brand in the future – in Bullet Point (300 words)
7. References (excluded from word count)
Appendices (excluded from word count) – please make sure you number all the appendices and reference each one of them in the text.
NEED 15-20 REFERENCES
WHEN YOU WRITE the part of #5, please follow the ppt and listen the mp4 resource.
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