strategic brand mangement
jhh19970724
question.docxPlace Branding for a tourist attraction:
1. Choose two combined product/services tourist attractions which have an on-line presence aimed at creating high value.
2. This may include non-profit organisations such as museums, art galleries etc, or governmental organisations as well as private companies and corporations.
Examples：
Las Vegas v’s Los Angeles
The Burj Al Arab v’s Hilton
Alton towers v’s Drayton Manor
The Savoy v’s The Dorchester
Visit England v’s Visit Scotland
Radisson Blue v’s Soho Grand
The V&A v’s The Tate
TOP TIPS:
1. Research several options until you find examples with a good online presence (e.g. website)
2. Focus on examples that aim to create high value
3. Assess the website:
· How are they signalling their offer
· Consider the brand architecture
· Assess the brand as a symbol, the brand as a product/service and the brand as a person
4. Develop a long list of attributes related to the brand not the website
5. Critically evaluate their positioning strategies and offer recommendations to the companies/organisation
Structure
Part 1: Executive summary：Summarise the key issues raised in the report
Part 2: Company/Organisation Selection：
Explain your choice of companies and any judgements which helped you make this choice.
Part 3: Current Positioning
The positioning of these services as presented in their websites.
The various dimensions of positioning should include: symbol, product/service and personality characteristics, as they are portrayed in the web sites.
You should also discuss brand architecture, the brand depth and width or any other aspects of their brand strategy that you feel is relevant.
One section for each company/organization summarizing key points should be used.
Part 4: Comparison of Positioning
Comparison of the positioning of the selected companies/organisations.
You should try to identify points of parity and the points of difference in the positioning of these on line companies/ organisations.
You are expected to use relevant diagrams, tools and models to illustrate your views on how these brands are positioned and why they are positioned in this way
Part 5: Provide Feedback
You could compare and contrast your findings in relation to the two brands which you have chosen to generate greater insights.
Discuss issues such as targeting specific groups of customers, changes which could be beneficial for these on-line companies or organisations and any other challenges related to the image that is identified during contact with the website.
Remember to focus on positioning or, re-positioning the brand to create maximum value for the various stakeholders.
Expectations
Word limit max 2500 words for the main body (excluding the executive summary, appendices, tables and references).
Appendices maybe used up to a maximum 3,000 words in total
You are expected to refer to, critique and apply relevant theory, tools and models to demonstrate your viewpoint and findings within the report
All references should be cited and a reference page detailing the sources should be included at the end of the report before appendices
Report format & Harvard style throughout
Remember to consider
· how brands meet the needs of a range of stakeholders,
· how multisensory cues can help differentiate brands and build brand equity
· how companies can develop brand elements that help build brand equity; appreciating how marketing and in particular marketing communications help build brand equity.
These aspects should help form the basis of your report.
· Use relevant tables, diagrams, models and figures throughout the report. This material should be developed from you (i.e. do not copy and paste) and should be based on the data collected from websites, current journal papers, theory and media reports.
