23E24000 - Brand Management, 20.04.2021-27.05.2021
Kurssiasetusten perusteella kurssi on päättynyt 27.05.2021 Etsi kursseja: 23E24000
End-of-Term Assignment
The final assignment is the encapsulation of class discussions and reading that we have done throughout the course. Instead of a long essay or a learning diary, I am going to ask you to respond to a few specific questions that will encourage you to think critically about different approaches and challenges of managing brands.
WORD COUNT: 2000 - 3000 words. (NOTE: I will not penalise any submissions that are marginally over or under the word limit, but I request you to not go too much over or under. Write to me in case you have any questions regarding the word count.)
The questions are
1. Think of one brand that exemplifies the different approaches (rational/USP, emotional, cultural, experiential) to branding. Discuss how that particular approach is the right one for the brand.
2. Pick a tech-platform/marketplace company of your choice (Amazon, Uber, Alibaba, Tiktok, Youtube, Foodora, Wolt, anything else). How does the brand engage with consumers differently when compared to other categories (say FMCG goods)? What are the challenges that such a platform faces that other kinds of brands dont?
3. Think of a strong, well-known brand that faced a challenge because of consumer activism (e.g. Nike's association with child labour or Zara's huge waste footprint) or the mistakes of their stakeholders (e.g. Nestle's CEO's comments about water ). How has the brand responded to that criticism? In your opinion, what could have been done differently to tackle that particular brand challenge?