Global Brand Management

Business Report (1,500 Words)

Assignment brief
Outline the brand equity position of an existing brand of your choice operating in the travel industry and design a brand marketing programme that would build brand equity for the brand in two different countries in the two-year period from January 2024. The countries selected should be those the brand already operates in. The recommendations detailed in the report should relate to two or three of the methods of building brand equity covered in the module. Keller's brand resonance model should form the foundation of the report.

Report structure
The report should be structured as follows:
Title page (not included in the word count)
Module code and name.
Word count.
Name of company the report is on.
Link to the English-language website of the brand you have chosen.
Executive summary (not included in the word count)
A brief summary of the key points covered in the report (10-15 lines).

Brand overview
This section should provide context for the report by outlining key relevant information about the brand in the two countries selected. A chart or graph should be included and used to provide a narrative on why the brand may seek to build brand equity in this 2-year period.

Current brand equity position of the brand

This section should use Keller's brand resonance model (pyramid) to discuss the current brand equity position of the brand in the two countries selected.

Brand marketing programme

Recommend 2-3 suitable methods of building brand equity covered in the module and explain how they could be used by marketers to enhance brand equity for the brand in the two countries selected.

References (not included in the word count)
Your report should be informed by trusted sources including textbooks, journal articles and credible internet sources.
ALL sources that inform your report must be cited in your reference list.
Appendices (not required, not included in word count)