Managing the Corporate Brand paper writing service

Managing the Corporate Brand Assessment Brief

Overview

 The Managing the Corporate Brand assessment brief comprises two elements. Element one requires you to investigate the product and corporate brand values of the Volkswagen Group, while element two involves you investigating the quality of the current reputation of an organisation of your choice. Both element briefs are explained in more detail in the following sections.

 

Element 1

 

Key Details

 

Brief	You have been requested by the CEO of the Volkswagen Group to prepare a report in which you investigate the product brand values of the Volkswagen Group.
Format	Your report should be submitted in report format – refer to the guidance given in this document and lectures/tutorials
Word Count	1500 words
Deadline	Submission by 16/4/15
Weighting	40% of module mark

 

Further Details

 

In the role of a marketing consultant you have been requested by the CEO of Volkswagen Group to prepare a report in which you should investigate the product brand values of the Volkswagen Group. In particular you should:-

 

• Critically evaluate and apply relevant academic models, theories and frameworks to understand the VW Group product brand values
• Identify the key differences between product and corporate brand values
• Briefly recommend models, theories and frameworks the VW Group could use to build and manage their corporate brand

 

Context

Element 1 should be based on the VW Group (see http://www.volkswagenag.com/content/vwcorp/content/en/homepage.html for information about the Group).

Format and structure

Your work should be structured as an ‘academic report’ and therefore your report should include an introduction, main body, a concluding paragraph and a list of references. Diagrams and figures can be included in the text if applicable.

Reading

The ‘Managing the Corporate Brand’ lectures and tutorials will discuss key themes and provide you with indicative reading. In addition to this you are expected to conduct a literature search to identify other reliable academic and practitioner literature relevant to the assignment and to review such literature to gain a deep understanding of the subject matter. Students solely relying on material/indicative reading provided in the lectures/tutorials will limit their overall mark for the assignment. All academic and practitioner sources must be appropriately referenced using Harvard Standard – see: http://ntu.ac.uk/llr/document_uploads/66061.pdf.

Tutor support

You will be given the opportunity to ask questions about the assignment in class and your tutor will offer advice to you regarding the tasks. Moreover, students will have the opportunity to present their ideas and thoughts about the assignment via a poster session during the lecture and tutorial w/c 9th February, 2015. The tutor will give each student feedback regarding their poster during the poster session. Students can include their poster, as an appendix, in their assignment.

Please note that while tutors endeavour to support students in the module, they cannot look at drafts or completed versions of the assignment.

Word count

You must adhere to the word count of 1,500 words. The word count excludes the content page, headings, information contained within references, bibliography and appendices. Work must be presented professionally using tables and diagrams to support and/or illustrate the text. The total number of words used for the assignment must be indicated on the front cover of the assignment.

 

Appendices

Appendices should only be included where necessary and should be used to support and/or illustrate the main body of the text. They should not be used as an alternative location for work that should appear in the main text. All appendices must be numbered and titled.

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