Strategic Corporate Brand Management and Consulting Essay
Strategic Corporate Brand Management and Consulting Essay
Paper details
Main Objective of the assessment
The central theme is to (1) demonstrate your familiarity with the ACID Test of corporate brand management with a focus on ability to identity the relevant identities; (2) show your broad understanding of corporate brand audit via the REDS analytical process; (3) ability to plan key dimensions of a corporate brand consultancy programme; (4) develop relevant practical (professional development) skills during the consultancy report activity and (5) provide insightful findings and detail appropriate recommendations with timescales, costings and responsibilities. For this task, you are required to draw on basic enquiry skills, communication, time management and presentation skills, and fundamental theoretical knowledge in the form of written report and you should approach it with the view that it helps to relate the material introduced in the lectures with practice Strategic Corporate Brand Management and Consulting Essay.
Description of the Assessment
The focus for the assignment is the Huawei Technologies Co. Ltd. As a leading corporate brand consultant, you are required to undertake secondary data collection on the assigned corporate brand to ascertain the strength of corporate brand equity and corporate brand management of Huawei. In particular, you will need to identify any corporate brand misalignments, and provide recommendations to improve corporate brand alignment using the corporate brand framework (the ACID Test) and apply the REDS analytical process as detailed in Balmer (2012).
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Specific requirements of the report are a follow:-
1. You are required to use the ACID Test of Corporate Brand Management – and the REDS analytical process – as a guiding framework. You should identify and select the relevant identities that fit to your corporate brand case.
2. Provide introduction and overview of the report
3. Write your investigation, analysis and your strategic recommendations
4. Assess the saliency of the brand covenant
5. Provide implementation (launch, introduction)
6. Outline – Control, cost and timing.
7. Writing all above in critical manner
Individual Report Guidelines:
1. Length: 2500 words excluding references cover sheet, tables, figures, any exhibits and appendices. All papers should be typed using Times New Roman, font size 12, 1” margin all round and 1½ spacing.
2. The above research only requires secondary data. That is, data can be collected from secondary sources and literature, articles or social media. DO NOT COLLECT any primary data for this coursework.
3. You can use public group in social media and analyse multiple stakeholder reviews’ of the corporate brand Strategic Corporate Brand Management and Consulting Essay
