Branding in A Digital Era

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Branding In a Digital Era

Singapore company: Secret Lab (Gaming Chair)

This assignment requires the submission of a maximum 3,000-word report, which shows an

understanding of the key strategic brand management theories and how companies

can apply the theories in practice. For any selected company, analyse the branding efforts

of the company. Each student is required to submit a detailed report that incorporates the

findings of the research undertaken on the branding efforts of the company in relation to

building brand equity, brand management across geographical regions as well as time and

the utilisation of digital tools. In conducting your analysis, you are to compare your chosen

company with its key competitors in terms of its branding efforts. Be sure to include at least

three recommendations as to how the chosen company will be able to undertake more

effective strategic brand management approach. In preparing your report, critically evaluate

and apply the key concepts/theories on the topic of Branding in a Digital Era by researching

relevant academic journal articles and specialist textbooks. Your report must further include

current industry and market analyses that are supported by statistics, forecasts and analyses

from government and well as industrial bodies and reputed analysts.

Format of Assignment

The required format for the layout of the report is as follows:

▪ Assignments must be typed using size 12 font, Times New Roman font style and 1.5

line spacing, 2.5cm margins.

▪ The report should contain 3000 words. The word count is from the start of the

Introduction to the end of the Conclusion sections and does not include the cover page,

tables/diagrams/charts, references and appendices.

▪ The report should be in the following format:

o 1. Executive Summary

▪ Summarise the contents of the entire report. This should be written once

the rest of the report is completed, so that you know what you are

summarising.

▪ Summary of the entire report

▪ Introduction to the idea

▪ Findings of the analyses conducted

▪ Recommendations

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▪ Conclusions

▪ 1 page

o 2. Introduction

▪ Introduce the report in relation to its key purpose and overall structure.

▪ Inform the reader on the purpose of the report

▪ Briefly provide the reader with the structure of the report

▪ 1 paragraph

o 3. Company background

▪ Provide the reader with details about the company. May include name,

operations, structure, management prowess, etc

o 4. Strategic brand management

o 5. Building brand equity

o 6. Brand management across countries

o 7. Brand management across time

o 8. Digital tools

o 9. Discussion and Conclusions

▪ What are the main findings?

▪ What are your recommendations for the company?

▪ Identify the key learnings your team gained from undertaking this

assignment.

o References

▪ All third-party materials used in the report must be listed here using

Harvard referencing system. These must be correctly cited where used

in the body of the report.

o Appendices

▪ Appendices may include detailed tables of calculations or information

sources. You should refer to their existence in the main body of the

report.

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