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    Digital Assignment 2: Defining The Brand

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    Santhosh
    This document outlines a brand management assignment for students. It instructs them to choose a brand from various product or service categories and answer questions about the brand's big idea, benefits over competitors, and articulation of its brand concept. Students must then fill out a flowchart mapping the brand's stakeholders and functional, differentiated, and emotional components, and how these align with stakeholders. They must finally capture the brand's core purpose in a statement. The assignment is due on February 28, 2018 and students are advised to choose unique brands to avoid losing marks.

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    Digital Assignment 2: Defining The Brand

    Uploaded by

    Santhosh
    31 views2 pages
    This document outlines a brand management assignment for students. It instructs them to choose a brand from various product or service categories and answer questions about the brand's big idea, benefits over competitors, and articulation of its brand concept. Students must then fill out a flowchart mapping the brand's stakeholders and functional, differentiated, and emotional components, and how these align with stakeholders. They must finally capture the brand's core purpose in a statement. The assignment is due on February 28, 2018 and students are advised to choose unique brands to avoid losing marks.

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    Brand DA2

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    This document outlines a brand management assignment for students. It instructs them to choose a brand from various product or service categories and answer questions about the brand's big idea, benefits over competitors, and articulation of its brand concept. Students must then fill out a flowchart mapping the brand's stakeholders and functional, differentiated, and emotional components, and how these align with stakeholders. They must finally capture the brand's core purpose in a statement. The assignment is due on February 28, 2018 and students are advised to choose unique brands to avoid losing marks.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    31 views2 pages

    Digital Assignment 2: Defining The Brand

    Uploaded by

    Santhosh
    This document outlines a brand management assignment for students. It instructs them to choose a brand from various product or service categories and answer questions about the brand's big idea, benefits over competitors, and articulation of its brand concept. Students must then fill out a flowchart mapping the brand's stakeholders and functional, differentiated, and emotional components, and how these align with stakeholders. They must finally capture the brand's core purpose in a statement. The assignment is due on February 28, 2018 and students are advised to choose unique brands to avoid losing marks.

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    Digital Assignment 2

    Defining the Brand


    Prof. (Dr.) Sudipto Bhattacharya, VITBS, Vellore

    Brand Management (BMT5227)

    Assignment date – February 20, 2018


    Deadline of Submission – February 28, 2018
    Uploading to be completed by 23.59 hrs. of February 28
    NO LATE SUBMISSION WILL BE ENTERTAINED

    Choose a brand of your liking across the broad spectrum of either products (may it be cars,
    refrigerators, vacuum cleaners, clothes and apparels, jewellery, cosmetics, FMCGs like
    toothpastes or soaps and so and so forth) or services (like banking, hospitality, travel and
    tourism, educational institutions, healthcare, etc.) Be sure that you have completed the analysis
    of the following questions pertaining to the brand, like….
    1. What is the big idea behind the brand and what does the brand do? For whom and how?
    2. Why it is better and different from any other brand?
    3. How would you cut through the many complex and psychologically bewildering models of
    brands to articulate your brand concept in a clear, practical and compelling way?

    After having the answers to the above questions in your mind about the brand of your choice, fill
    up the following flowchart below, in context to the brand:-

    1. Map the stakeholders


    Consider all the stakeholders including customers, employees,
    shareholders – their issues, needs and motivation

    2. Functional components
    Define functionally what the brand would do for customers

    3. Differentiated components
    Consider competitor brands and how the benefits would be
    different in a positive way

    4. Emotional components
    Consider emotionally what your brand seeks to do for people

    5. Match to stakeholders
    Check that these choices are relevant and can be compelling to
    all Stakeholders

    6. Articulate the brand purpose


    Capture the core purpose of the brand in a statement that
    builds on the three attributes

    February 20, 2018


    Digital Assignment 2
    Defining the Brand
    Prof. (Dr.) Sudipto Bhattacharya, VITBS, Vellore

    Submission and uploading the assignment

    Upload the completed flowchart for the brand of your choice with all the relevant details
    described in context to the brand definition in pdf format.

    Students are advised to share among themselves the brands they are choosing for completing
    the assignment, so that there is no repetition of the brands within the batch. In the event of
    the repetition of the brand(s), the students will have to accept loss in marks for the assignment
    submitted.

    February 20, 2018

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