Write a report on the branding strategy of Nestle, A Strategic Brand Management Report, including analysis (either positive or negative)and recommendations for the Nestle.
The focus is on the brand. Remember to use the different conceptual models/frameworks as presented in the reference books.
Some possible Format ‘headings’
Although it is best not to be too prescriptive in giving a ‘pro forma’ that hinders your creativity, it is crucial that you include some headings rather than an essay type continuous piece of writing.
The following are some you might like to consider although you could also combine some of these, and use wording that feels most natural for yourself;
simply and briefly about the organisation and brands selected
Brand Elements –
what is the assessment of the brand at present and historically, from possibly reports/case studies and your own analysis
Brand Strategy –
by identifying the elements and analyse their current/recent brand strategy
Marketing communications integration –
how well is the communication integrated into the overall strategy of the brand. This is not about their communication strategy but how it reinforces the brand
Growing/sustaining the brand-
what is the outlook for the brand
although this topic will only be discussed in class after the deadline it would be good if you try to look at the brand portfolio and include it in your report
final summary of your analysis
for change/continuation of the brand strategy
remember to include referencing at the end of the report and in the text of your report. Use Harvard Referencing Style