Brand name: Hipp Organic Important: It is the original branded article that you must choose. Once you have chosen the brand you cannot change it. Therefore, you need to do some preliminary research to help you make your choice. PART A: Critical Analysis of Source brand 2) You are to adopt the role of a Brand Analyst. For your chosen branded article conduct a critical situational analysis (i.e. PRESTCOM) in which the branded article belongs. Mintel and/or Kantar Media must be utilised along with other secondary sources, see the module handbook for other sources. Choose three PRESTCOM factors only. You may add a table in the appendices with an outline of PRESTCOM factors and summarise key factors (three) within the report highlighting key trends. Note – you are to analyse the UK market only 3) Based upon your critical situational analysis you must demonstrate a need for a brand extension and provide a business related justification as to why your chosen branded article should be extended. Here, at least three good quality and contemporary journal articles must be used to enrich justification. • A Critical Situational Analysis Students should demonstrate the need for a new brand extension and therefore within the critical situational analysis students should demonstrate a thorough understanding of the MACRO factors that can influence the development of a brand extension. Students must present background research on the chosen industry. This should be supported through referenced secondary sources. • Business –related justification Based upon the analysis presented, students must provide a business related justification as to why your chosen branded article should be extended. Students must make reference to key academics and secondary insights in order to justify the chosen branded article. 1.2. Part B Concept Proposal and Board Assessment Requirements: This part comprises of a concept proposal and a concept board that should follow on from part A above. Therefore, the work that you have done in the first part of the report (critical situational analysis and business justification report) will be relevant to this element of the coursework. Now that you have chosen your brand (Tiptree Conserves or Hipp Organic) you must now produce: a) A concept proposal outlining and justifying your brand extension (NB. Developing a concept is the third stage of the linear new product development process and has been covered in lectures and previous tutorials.) b) A concept board (to accompany the concept proposal). The Concept Proposal – Guidance 1. You are to produce a word –processed concept proposal, maximum 1,500 words; in report format. That said it is important to use relevant headings and sub-headings. This must justify the proposed new branded article (brand extension) by referring to market factors and, especially, brand theory. 2. This must include a product description, using the terminology covered in Keller and other academic sources 3. Apply relevant brand language concepts and theory (brand name analysis, brand heritage analysis, four building blocks and brand image), throughout the report to explain and justify your concept proposal. This is your opportunity to show initiative and to demonstrate how much you have learnt from the textbook on brand concepts and theory. 4. Apply the brand image transfer model and discuss how you aim to maintain and transfer aspects of the brands heritage. All dimensions of the brand image transfer model must be referred to. 5. Use the Harvard referencing method.
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