Advertising Marketing: Analysis report of a Brand.

Select one brand from the list of cool brands (which should be found in the document), then compile a 3,000 word report which addresses the following questions:
Please complete tasks 1, 2, and 5. Choose ONE from task 3 or 4 – do not attempt both.
Task 1 [Compulsory]
– Undertake secondary research in order to fully understand the brand and to uncover insights. Using this develop (i) A Brand Map Derivative: Suns and Satellites which fully captures points of difference (ii) A Brand Mantra. (Basically about Brand Descriptive, Emotional Function, Modifier Modifier)
Please Put a selection of supporting insights/analysis in the Appendices e.g. images, social media comments, factual information about brand share etc.
– Drawing on the analysis write a 500 word feature article (article should find in the separate document) on the brand identity and why you think the brand qualifies as ‘cool’. For example, what have you learned about writing style or presentation? This is a creative piece of writing using your own words and does not require academic references.
Task 2 [Compulsory]
Discuss the concept of customer-based brand equity (CBBE) using referenced academic sources. Apply this concept to your selected brand and critically evaluate the key dimensions of the brand using the CBBE pyramid or related framework. Support your application with relevant secondary data and evidence.
Please choose either task 3 or 4 – do not complete both.
Task 3
Review the case for brand extension using referenced academic sources. Identify and justify two extensions which could take the brand forward. If the brand currently has extensions, consider how these could be further extended.
Essentially brand extension involves an innovation that is not in the core market of the brand. The brand stretches out of this core market.
Task 4
Outline the role played by celebrity endorsement in brand communications using referenced academic sources. Identify and conceptually justify a celebrity who could be used in the future to endorse the brand.
Task 5 [Compulsory]
Select one visual manifestation of brand identity such as logo; print advertisement, online advertisement; packaging. Evaluate how this supports the customer based brand equity of the brand with reference to selected elements of the CBBE pyramid. Support your evaluation with academic references.
Presentation
You may use a creative approach in the presentation of the report (but this is not compulsory). This means that you can use images and pictures to support your work. You can use a different font if you wish. As long as you complete the tasks you can design your own report format and layout. There are no separate marks indicated for overall presentation but creative presentation in Task 1 can enhance your mark. Please put additional supporting material such as secondary data in the appendices.
Assignments should be a maximum of 3,000 words in length