Report on Previous Brand

You are required to write an individual report on related brand and communications concepts for a new brand, based around an advertisement film which you will produce and submit with your report.

You should produce a written report of 3,000 words in relation to the brand and communications concepts you have devised. The report should include the following points:

• The Brand: the rationale behind the branding concept including the name; brand history/background; marketing research.
• Brand characteristics & positioning: brand characteristics concepts and their association with target audience.
• Brand Symbolism: the socio-cultural meaning of the brand in relation to the brand image; semiotics.
• IMC: a justification of why you feel that the advertisement you design will achieve a marketing advantage for the brand.
• Marketing communications strategy: strategic planning; the brand strategic issues; brand equity.
• Use of current communications and/or branding framework(s) to justify your brand e.g., digital media etc.

Previous presentation for the brand is already done, I'll attach the presentation along with samples for the report. 

In order to complete the assignment, it is essential that you make use of relevant academic journal articles. You must reference at least 20 journal articles throughout the assignment. You will conduct your own independent literature searches using the electronic databases.