SCHOOL OF ECONOMICS AND BUSINESS SARAJEVO

SCHOOL YEAR 2015/16 SUMMER SEMESTER

STRATEGIC BRAND MANAGEMENT

ACTIVITY: PROJECT

INSTRUCTIONS

1. Groups are allocated with one brand for their project analysis.

2. There are 3 major parts of the project two research parts and a final integrative

analysis:

2.1. First research part (due by the end of Week 8, word limit is up to 2.000) is focused

on secondary data analysis and should encompass:

2.1.1. Brand and/or organizational values

2.1.2. Brand/company heritage

2.1.3. Brand/company strengths and weaknesses

2.1.4. Analysis of competition

 2.2. Second research part (due by the end of Week 13, word limit is up to 2.000) is

focused on primary data analysis and should encompass:

2.2.1. Conducting a brand survey (as designed on tutorials) and obtaining at least 30

responses to the survey

2.2.2. Analyzing a brand survey (following an example analyzed on tutorials)

2.2.3. When uploading this part, groups should deliver Excel tables with responses

2.3. Integrative part (as well as the final project, due by the end of Week 15, third part is

limited up to 1.500 words)

2.3.1. Next steps for the brand should be proposed in order to

a) further differentiate the brand from its competitors,

b) increase brand equity for the consumer of the brand

2.3.2. Tactical decisions should be suggested as illustrations of how next steps should

be accomplished

3. Final version of your project should contain written report and ppt presentations

4. All papers should be double-spaced (TNR, 12pt, justified, with cover page, TOC and other

elements according to the guidelines of the School of Economics and Business)

5. Please be sure to footnote all sources (such as journals and magazine articles etc. and to

list it in References, according to the Harvard Referencing System)

6. Sample Table of Contents (TOC) is presented on the next page

7. Project will bring maximum of 17 points to groups.

 SAMPLE TABLE OF CONTENTS

SUMMARY

INTRODUCTION

1. BRAND ANALYSIS

1.1.1. Brand and/or organizational values

1.1.2. Brand/company heritage

1.1.3. Brand/company strengths and weaknesses

1.1.4. Analysis of competition

1.1.5.

2. BRAND SURVEY

2.1. Methodology

2.2. Results and discussion

3. RECOMMENDATIONS

3.1. Brand differentiation

3.2. Increasing brand equity

3.3. Illustration of tactical suggestions (next steps)

CONCLUSION

REFERENCES

APPENDIXES