Management Report, SMU, Singapore: You are to take the role of a brand consultant and develop a corporate brand revitalization strategy

Task Overview:
You are to take the role of a brand consultant and develop a corporate brand revitalization strategy and a communication plan to generate better engagement around a corporate brand of your choosing. Your strategy for revitalizing the brand image will serve as a springboard for converting the engagement into new customers and more revenue, as well as retaining and
building loyalty with existing customers.

Requirement:
Focusing on the market of one country or region (e.g., UK, UAE, North America,
SingaporeMalaysia, Nigeria, etc.,), you are expected to develop a corporate brand revitalization strategy including a communications plan to generate engagement around the brand. You must present the above in the form of a ‘Consultant’s Report’ (max. 4,000 words) containing the following components for the brand manager:

1. An executive summary of no more than 200 words at the beginning of the report, providing a summary of key proposals made within the report (5 Marks]

2. An introduction to the report specifying the chosen corporate brand, its business, the chosen country region, and the context within which it is operating and state why you are undertaking this project [5 Marks]

3. Identify and describe the brand’s target audience/customers and conduct some form of ‘situation analysis’ (e.g., a brand audit) which culminates in the creation of a brand SWOT analysis. [20 Marks]

4. Develop a Brand concept map from a customer perspective and a perceptual/positioning map from competitors’ perspective for the chosen brand based on secondary research. Link these two maps explicitly to your chosen context and strategy. Explain the key perceptions and associations of the brand and evaluate these critically (e.g., strength vs. weakness?). [10 Marks]

5. Depending on your chosen scenario, use Keller’s ‘brand planning model pyramid’ to develop the core aspects of your revitalization strategy. You must explicitly state various elements that constitute the model tailored for your specific application, culminating into an appropriate (re}design of the brand mantra. Ultimately, of course, the brand manager (report reader) will need to understand exactly what you’ve done, why, how, etc. [30 Marks]

6. Analyse the media landscape of your chosen market in relation to your company’s target audience. Develop and present a typical target customer journey and specify how your organization intends to interact with and engage them along the journey from \awareness to advocacy, stating explicitly which marketing communications tools, techniques, channels, and media you intend to use, and why. [20 Marks]

7. Specify which brand and marketing performance metrics you intend to use to assess the performance of your marketing communications campaign. [ 10 Marks]