MARK323 Assignment 2
Tittle – Developing Brand Strategy
This assignment is worth 35% of the total course grade.
The assignment should be 2000-2500 words long plus a
video presentation.
Important: Strategic Continuity Requirement
You must choose one of the brands from the pairing you analysed in Assignment 1.
All strategic decisions proposed in Assignment 2 must be directly traceable to
your brand positioning and brand element analysis in Assignment 1.
You are required to include a Strategic Traceability Table (maximum one page)
immediately after your introduction:
| Decision in Assignment 2 | Insight from Assignment 1 |
|---|---|
This table must clearly demonstrate how each major strategic decision builds
logically from your earlier analysis (e.g. points of difference, target market
insights, brand element evaluation).
Marks will reward clarity of alignment and coherence across the two assignments.
Strategic Constraint
Assume the brand is currently under public scrutiny and may not use paid
influencers or celebrity endorsements in its communications strategy.
You must explicitly acknowledge this constraint and demonstrate how it shapes
your strategic decisions.
Post-Purchase Brand Strategy
Choose one of the brands from the pairing you explored in Assignment 1.
Design, develop and justify recommendations for two of the following:
- A creative after-marketing customer service programme.
- An innovative loyalty programme.
- An engaging customer community programme.
- A pricing strategy (the cost may not be financial).
30 marks
Brand Communication Strategy
In about 10 sentences, provide a creative brand story to be used across
channels, which involves and explains a deep metaphor. Next, justify
(through discussion on the benefits and limitations of the different media)
a brand communications strategy (publicity, public relations, word-of-mouth,
etc.) amplifying the metaphor and other key phrases and messages.
Include traditional channels, such as TV, radio, print media, or place
(billboards, movies, point of purchase, placement) and social media channels
(such as: Meta, Instagram, X…).
You must demonstrate how your communication strategy aligns with the brand positioning developed in Assignment 1 and the imposed strategic constraint.
Evaluation Requirement (Kpi)
You may propose no more than three (3) KPIs to evaluate your post-purchase and
communication strategies. For each KPI, you must specify:
- The data source
- Measurement frequency
- The managerial decision it informs
Please ensure the KPIs clearly inform managerial decision-making. Marks will
prioritise precision, relevance, and decision usefulness rather than quantity
of metrics.
40 marks
Client Presentation
Prepare and deliver a convincing professional 5-minute presentation for your
client. The video summarises:
- The post-purchase brand strategy
- The communication strategy
- The imposed constraint and how it shaped your decisions
- The logic of your evaluation approach (KPI)
You must be visible throughout the presentation. Use whatever props or
illustrations you think will help tell your story.
The presentation should demonstrate strategic coherence and defend the
rationale for your chosen initiatives.
Upload the video to YouTube and attach the URL to the assignment document.
30 marks
Total 100 marks
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