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For this assignment, you are tasked with developing a brand analysis in which you examine a luxury brand of your choice – ROLEX. You are to develop a 3000 word analysis of your chosen brand that should cover the following aspects:
1. 2. 3. 4. 5. 6. 7.
Present challenges faced by the brand of your choice
Brand’s history and present circumstances (including market position and financials) Brand’s competitive position within the broader marketplace
The source and drivers of brand equity and brand value
Critical analysis of the competitive advantage of the brand
Brand personality, experiences and architecture
Brand’ s future potential
strategy for this brand through product development, brand extension or brand diffusion (or a combination thereof). This cannot be a development strategy that is currently live or publicly proposed.
This is an individual assessment. There are two key skills sets required for this assessment. The first is analytical. The second is creative. You could develop your brand analysis based on any of the brand analysis frameworks discussed in the class. You may decide to creatively combine these frameworks and build your own also. Please refrain from using generic strategy frameworks such as Porter’s five forces, SWOT, PESTLE analyses in this assignment. Focus on brand specific analytical models and frameworks.
You can write the analysis in either of the following two formats:
a. You could write it in a report format wherein you deal with the above points. Or
b. You could write it as one of the case studies that we would have discussed in the class with a
protagonist and a narrative.
However, you must make sure that you cover all the analysis aspects mentioned above.
The assignment will be assessed on the following criteria:
1. Structure of presentation
2. Coverage and level of reading
3. Breadth and depth of engagement with the brand and the issue(s) examined
4. Theoretical integration
5. Structure and flow of logic and argument
6. Critical reflection regarding the challenge the brand faces
7. Integration of way forward with the actual issue with brand’s resources and capabilities
8. Originality of discussion and conclusion