Definitions of brand identity and brand personality from existing literature

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:

  1. Individual Cover Sheet
  2. Title Page (e.g. An analysis of McDonald’s)
  3. Executive Summary – in Bullet Point (400 words)
  4. Introduction – Introduction to topic and brief background of chosen brand (be critical; justify your choice of brand) – (400 words)
  5. Discussion – To what extent do brand identity and personality contribute to the success of a brand – (900 words) – students could consider the following discussion:

●Definitions of brand identity and brand personality from existing literature

●Theoretical development of brand identity and personality

●Importance of brand identity and brand personality to brands / branding as shown in the literature

●Relationship between brand identity and brand personality to brand equity model

●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 :

●Which of the options would you choose to recommend to the brand’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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