Deconstruct a Brand

A 1,600 word critical essay. For this assignment you are required to critically appraise an existing brand. You are asked to select and focus on a brand that you feel could benefit from some development. The choices could be from different design disciplines, eg: product design, packaging, store design, or service. Through marketplace observation and desk research you are required to develop a competitive brand profile for presentation and discussion in your written assignment. The purpose of this exercise is to develop evaluative skills in assessment, whilst identifying opportunities for the development of the brand. Examine this brand in more detail – are there any missed opportunities? Are there other mediums such as space, online, logo, colour, senses etc. that could be explored for this brand? Take the brand through a ‘real-life’ simulation of a change management programme considering and the essential roles that strategists, project managers and agencies/designers would perform. Include a brief that you would give to a consultant in order to carry out this improvement work. Assessment Criteria (All weighted equally) 1. Coherence and organisation of the assignment 2. Addressing the question 3. Use of literature/evidence of reading 4. Critical reasoning . ILLUSTRATIVE READING LIST: NO WIKIPEDIA LINKS! Core Text: Ellwood, I, (2002) The Essential Brand Book: Over 100 Techniques to Increase Brand Value, London: Kogan Page. Additional Text Rosenbaum-Elliott, Parcy and Pervan (2011) Strategic Brand Management 2 nd Edition, Oxford University Press. Other books: Aaker, D. (2002) Building strong brands, New York: Free Press. Cocoran, I. (2011) The Art of Digital Branding (2 nd edition), Allworth Press.8 Dahlen, M. et al, (2010) Marketing Communications: A Brand Narrative Approach, Chichester: Wiley De Chernatony, L. (2010), From Brand Vision to Brand Evaluation: The strategic process of growing and strengthening brands (3 rd edition), Butterworth-Heinemann. Healey, M. (2008) What is Branding? Hove: RotoVision. Hill, L (2011) Superbrands Annual 2011: An Insight into Some of Britain's Strongest Brands, London: Superbrands Ltd. Interbrand Group (2006) The Brand Glossary, Palgrave Macmillan. Jackson, D (2003) Sonic Branding, Palgrave Macmillan. Kapferer, J.N. (2004) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (3 rd edition) London: Kogan Page. Klein, N (2009); No Logo, (10th Anniversary edition) Fourth Estate Ltd Neumeier, M (2006) The Brand Gap: How to bridge the distance between business strategy and design, Berkeley: New Riders. Olins, W (2008) The Brand Handbook, London: Thames and Hudson. Pavit, J. (ed) (2002) Brand New London: V & A Publications . Randall, G (2007) Branding, Crest Publishing House. Schroeder, J. & M. Salzer-Mörling (2005) Brand Culture, Abingdon: Routledge. Taylor, D. (2007) Never Mind the Sizzle...Where's the Sausage?: Branding Based on Substance, Not Spin, Chichester: Capstone Wheeler, A. (2006) Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, New Jersey: Wiley. DVD: NoLogo, (2002) Naomi Klein, Media Education Foundation. Journals: Admap International Journal of Advertising Journal of Consumer Marketing Journal of Marketing Journal of Marketing Management Journal of the Market Research Society Websites: Superbrands [login to view URL] Henley Centre for Forecasting [login to view URL] Adbusters [login to view URL] Brands of the World [login to view URL] Brand Channel [login to view URL] New Media Age [login to view URL] Media, Advertising and Design [login to view URL] Brand Republic [login to view URL] Mintel (access through Library website) [login to view URL] Journals and newspapers: Campaign Creative Review Design Week Marketing week Marketing New Media Age