Critically evaluate global brand strategy including cultural and ethical issues

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– Critical Evaluation of a Global Brand

Learning outcomes assessed in this task:

            · Demonstrate and apply advanced understanding of how brands are created and managed in the global context

· Critically evaluate global brand strategy including cultural and ethical issues

            · Analyse brand value using brand equity measurement techniques

Assignment brief:

Your role in this task is that of a brand consultant and you have been asked to produce a written report (2500 words). You have been asked to undertake an evaluation of a specified brand (brands will be allocated from a list during the first/second seminar session). You must use relevant concepts and academic theory/frameworks from the module to conduct your evaluation. You should cover the following three parts within your assignment. Your assignment should take the form of a structured and formal report.