Developing a Brand Academic Essay
You, and several other students, have been on an internship at a Brand Agency with the offer of a job for one of you at the
end of the placement. Several of the Agency’s clients are considering new ventures and, as part of the selection procedure,
you are to devise a brand and associated brand strategy for a new line of sports clothing, demonstrating your understanding
of brand management and your ability to develop a brand. The justification behind your decisions will be required.
You are to submit a report to the Brand Director at the Agency on the following:
• A new line of sports clothing
You are required to write a 3,000 words report in which you will:
1) Introduce the report by Identifying factors influencing the brand, ie the philosophy and essence of the brand. The product
should be introduced, describing (briefly) its physical features, image, name and values.
2) Marketing Objectives should be identified.
3) Define and segment a market and choose target market segments, analysing the behaviour of those consumers.
Consider the competitive frame of reference and how consumers make brand choices. Establish brand positioning and
values.
4) Formulate the brand, justifying the brand development decisions. Create and develop the brand elements, explaining
rationale for choice and evaluating the effectiveness of those elements, individually and together.
5) Formulate a brand strategy and the marketing mix decisions required to promote the brand. Key marketing activities
should be planned in order to support the successful building of the brand. Appraise their role and utilise appropriate brand
associations.
6) Summarise with a discussion of the brand’s equity and the extent to which the brand can succeed in each of the four
steps – identity, meaning, responses, and relationships. Both building and managing brand equity should be included
