MKP005N Brand Equity 2011/12

Assignment 2: Individual Report 60%

Semester 1

The individual report consists of three sections; each should be about 800 words long. Total 2400 words. Approx.

Section a. Compare the brand equity for two small and growing brands Lululemon http://www.lululemon.com/ and Icebreaker http://www.icebreaker.com/ Use the CBBE model to structure your answer. Create a Brand Mantra for each brand.

Section b. The iconic Brand Levis has been in decline recently. What aspects of CBBE should the company focus on for rebuilding the brand in the future?

Section c. Use the CBBE model to analyze the strengths of your country as a Brand

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Marking criteria for Individual Assessment 2 Instructions: Give the word count at the end of each answer. Section a. Compare the brand equity...
Use the CBBE model to structure your answer Compare the brands according to each Brand Equity dimension Give distinct and useful Brand Mantras What are the points of parity and points of difference? Which one has the strongest brand equity? Why?

Section b. The iconic Brand Levis has been in decline recently.

Do not waste words on a history of the brand Identify the most important aspects of Brand Equity Give examples of what Levis must accomplish within each CBBE aspect How would you measure the impact of your suggestions

Section c. Your country as a Brand

Define country Brand Equity in your own words Analyse how each component of CBBE is represented by your country brand Give examples in each building block of CBBE of how the coutry brand is represented

____________________________________________________________________________ You will need to show evidence of your research into each of these questions. Use proper referencing. Distinction - Using a small number of research sources for support, answers the questions as asked - Clearly written, focused and precise - Offers interesting argument to support the answers and demonstrates knowledge of CBBE model Merit -Good answers which have some evidence and some argument and some analysis Pass -Answers all questions, but does not connect information with CBBE model

Fail

-Does not answer all parts of the questions in full