Managing the Corporate Brand Assessment Brief
Overview
The Managing the Corporate Brand assessment brief comprises two elements. Element one requires you to investigate the product and corporate brand values of the Volkswagen Group, while element two involves you investigating the quality of the current reputation of an organisation of your choice. Both element briefs are explained in more detail in the following sections.
Element 1
Key Details
| Brief | You have been requested by the CEO of the Volkswagen Group to prepare a report in which you investigate the product brand values of the Volkswagen Group. |
| Format | Your report should be submitted in report format – refer to the guidance given in this document and lectures/tutorials |
| Word Count | 1500 words |
| Deadline | Submission by 16/4/15 |
| Weighting | 40% of module mark |
Further Details
In the role of a marketing consultant you have been requested by the CEO of Volkswagen Group to prepare a report in which you should investigate the product brand values of the Volkswagen Group. In particular you should:-
- Critically evaluate and apply relevant academic models, theories and frameworks to understand the VW Group product brand values
- Identify the key differences between product and corporate brand values
- Briefly recommend models, theories and frameworks the VW Group could use to build and manage their corporate brand
Context
Element 1 should be based on the VW Group (see http://www.volkswagenag.com/content/vwcorp/content/en/homepage.html for information about the Group).
Format and structure
Your work should be structured as an ‘academic report’ and therefore your report should include an introduction, main body, a concluding paragraph and a list of references. Diagrams and figures can be included in the text if applicable.
Reading
The ‘Managing the Corporate Brand’ lectures and tutorials will discuss key themes and provide you with indicative reading. In addition to this you are expected to conduct a literature search to identify other reliable academic and practitioner literature relevant to the assignment and to review such literature to gain a deep understanding of the subject matter. Students solely relying on material/indicative reading provided in the lectures/tutorials will limit their overall mark for the assignment. All academic and practitioner sources must be appropriately referenced using Harvard Standard – see: http://ntu.ac.uk/llr/document_uploads/66061.pdf.
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