(Sess 7 re APPENDIX THREE UNDERGRADUATE PROGRAMME PLACEMENT ESSAY OUTLINE / ETHICAL APPROVAL FORM Please read this form carefully BEFORE completing it If your plans subsequently change once you have submitied it, you may be required to resubmit a new form. PART ONE - Placement Essay Outline Form (Once you have decided on the problenv/issue your Placement Essay will be based upon, you should complete and surnit this form fo the Placement Office AND your Placement Tutor by Friday 15th January 2010. This form shouts alsa indicate the thaorias/techniques you intend to usa. Please make sure you Contact your Tutor to discuss it, Ramember to retain a copy for your records. Ploass complete the following: NAIVE: Miss Natalie Gilvear DEGREE: BSc (Hons) Economics and Management YOUR PREFERRED EMAIL ADDRESS: gilvearn@aston.ac.uk PLACEMENT COMPANY: British American Business Council in the Midlands PLACEMENT TUTOR: Professor Riliang Qu a) ESSAY TITLE & OUTLINE OF PROBLEM OR ISSUE: Title The extent to which brand strategy can cause a chenge in membership sales, and & criteal anelysis of the relationship between brand menagement end brand equity. Outline ‘The British Americen Business Councl (BABC) is a networking organisation, which helps member comparies with their North Americen business relatons through the use of a membership database, Cne of the main struggles for the organisation is gaining and retaining members, This is en important pert as itis the main source of funcing for the organisation. The BABC is very successful in what they do and how they do it, however lacks a krend strategy. Regionel and transatlantic entities of the RARC network exist under different names, use different lagos, and explain their services with different focus. I wish to study how the use of e brand strategy may or may not be impartant for the organisations growth and progress into helping companies with their transatiantic needs 3Back to start of APPENDIX THREE b) OUTLINE THE THEORIES AND/OR TECHNIQUES TO BE DISCUSSED: Brand Management - The Seven Approaches The Economic Approach ~The brand as part of the traditional marketing mix The Identity Approach - The brand as linked to corporate identity The Consurner-based Approach — The brand as linked to consumer assocations The Personality Approach - The brand as = human-like character The Relational Aporoach — The brand as a viable relationship partner The Community Asprosch - The brand as a pivotal point af sadial interaction The Cultural Approach - The brand as pert of the broader cultural fabric ling Brand Equit Brand awareness ~ Hoyer and Brown Brand image - Dobni and Zinkhan Desired Brand Knowledge Structures - Kotler et al Brand element choice critena ~ keller et al Measuring Brand Equity Quanbtative Research Techniques - Yu et al Qualitative Research Techniques ~ Calder et al Comperative Methods — Yovovich et al Holistic Methods ~ Srinivasan et al Brand Equity Measurement System Managing Brand Equity Brand-Product Matrix - Lehmann et el Brand Hierarchy - Barich et al Case study of positive branding - Aople Case study of negative branding - BurberryCerny Back to start of APPENDIX THREE PART TWO - Ethical Approval Form Please read through the questions caretuly ang answer fully where required. we have any queries ebout your propoeal we wil eral you within 2-3 weeks ofthe doadiine for submiting ths form. I you de not hear Fom us within 2-3. weeks, please go ahead with your work as lenned. 4. PROJECT METHODOLOGY: Please answar the folowing questions: ila carrying ou: Questionnalte Survey Focus Groups Imervews ther (spect) bp Ifyou have ansnered YES to any ofthe above please cive detais below normally ust one paraarsch) ‘and complete ard sian the Reseerch Checklist. ‘you have ansnered NO to all the above then you nasd not Til interest ofthe form, butyou st ned to sign the Research Checks! and return the whole form 1a tie Placement Omics, 2. RESEARCH CHECKLIST: TO BE COMPLETED ONLY IF YOU ARE UNDERTAKING PRIMARY RESEARCH (Le questionnares, rocus Groups, nterviews ete as answered in 1a aneve): 4. Dose the study involve patiopante who are particularly vuorablo? YESINO (¢.g.children, people with leerning dsabiltias, you own students) 2. Wil the study requte the co-operation of a gate-kesper (a secretary oF manager {2oting as a ‘gals-keeper for intl access for tnose to be recruted”? YESINO 2. Does he study Involve partiopents who are pregnant, under 18, people fom winelty ‘roups? If so gve detain the projact outne. YESINO 4. Will tho tudy Involve discussion of conctive topics? (@.. sexual activity, drug use) YESINO 5. Could the study induce psychological sess cr anviety or cause harm cr agate ‘consequences beyond the risks encountered in notmal If? YESINO 6, Wil francial Inducements (thr than reascnable expenses and compensation for time) be offerec to participants? YESINO 7. Wilt be necessary for paicipants fo take part nthe study without thar knowledge arcs ‘coneont at the ime? (.g. covert dbsarvation of people in ron-publlo places), YESINO 8. Willthe consent f participants be obtaned? YESINO 2. Are the peicioart fully informed about the procedures to be used 2nd the purpose ofthe researc? YESINO 10.1 I clear fo he participants tna! they can witharaw fom the study at ary time? YESINO 11. How wil partitpants be fly debrief (Le. informed ofthe research outcomes if trey want) after the research I completed? Please specity 12. Wl th study involve recrutment of patents or staf trough the NHS YESINO 1 Wil a pante;pants be alewed to remain anonymous? YESINO 14, Havo arrangomants boon mado to ensure that material cbtainod fom or about a Partcioant remains confidential? YESINO 46. Ihave been made aware of research ethical guidelines. YESINO 33Back to start of APPENDIX THREE 3. ASSOCIATE DEAN, UNDERGRADUATE PROGRAMME'S DECISION: | euppor this recearch projet if tho etudont cari out the rossarch ac statod con ths form, ‘To the best of my knowladge the student has the skils to carry out the research. “To the best of my knowledge the procedures forrecrultment and obtaining Infcrmec consent of subjects are appropriate. “This proposal nas been gen ethical approval ‘This proposal has been refered to the Research Ethics Commitee Signed. 4, ABS RESEARCH ETHICS COMMITTEE: iif required) “This proposal hae been given othieal approval Sianed. Please sandia copy cf this form to your tutor AND a copy to the Placement Office, “The Placement Office requires your signature on the form so plssse post It or fax tto= Placement Office ‘ston Business Shoot ‘Aston Tangle Bmingham Ba 7ET Fax: 0921 204 3107, ‘Should you wich to email it, plaase note that your eignature is requled on the {orm co you wil need to scan in the completed decument. mal: businessplacements@aston.2c.uk YESNO ‘YESNO YESINO YESINO YESINO YESNO u