Brand Building in a Digital Age, MSc Management with Digital Marketing

Assessment Brief

THE SCENARIO

Nokia Corporation, founded in 1865 in Finland, built its first international mobile phone in 1981 and this marked the beginning of the mobile era. In 1992, they launched a new brand which was the first GSM handset which became an instant hit and by 1988 Nokia had become the world leader in mobile phones and owned a large portion of the smartphone market. However, another product the iPhone came out in market in 2007 and revolutionised the mobile phone industry. Nokia's refusal to adopt, embrace change and learn new things eventually saw them losing their market share and this ultimately led to their demise and were sold off to Microsoft in 2013.

The directors at Microsoft now want to reestablish and launch an entirely new mobile phone brand, aimed at middle income millennials (people born between 1981 and 1996), as part of their diversification and growth strategy.

As an experienced independent digital branding consultant, the directors have approached and given you an opportunity to pitch a proposal for the mobile phone brand and highlight launch plan. Get Homework Help Now!

ASSIGNMENT REQUIREMENTS

For this assessment you must prepare a draft presentation aimed at pitching your proposal to the Microsoft board of directors. You will need to provide about 12 slides for this formative assessment. These slides should be built in Power Point (and then copy and pasted into Microsoft word) and each slide must be supported by speaker notes prepared in Microsoft word.

By doing this assignment you are going to meet the following learning outcomes (LOs):

Learning outcome 1: Demonstrate a critical understanding of the key issues and theories in digital branding.

Learning outcome 2: Critically assess and appraise digital brand management strategies to meet marketing objectives.

Learning outcome 3: Critically evaluate branding strategies and identify key concepts which could include brand identity, brand visual identity, and brand reputation.

Learning outcome 4: Devise a presentation demonstrating a critical understanding of a range of various digital branding areas (e.g., key issues; concepts; theories; branding and brand management strategies).

PRESENTATION STRUCTURE & MARK ALLOCATION
In order to develop your PowerPoint presentation and speaker notes, please follow the following structure and guidelines.

Introduction
Introduce yourself, i.e., who you are and why you are here (remember you are an independent digital branding consultant pitching to the Microsoft board of directors)
Briefly introduce the purpose of the presentation
Give a brief background as to why you think the Nokia phone eventually collapsed, based on the case study given above.

Market analysis
Critically analyse the online fashion industry and highlight perceived competition and why. Use literature to support your discussion.

New Brand
Present the Name and Purpose of your new brand, explaining why you think this name would work for the target audience.
Explain how this new brand is different to the Nokia phone brand. For example, you
can discuss how the new and the existing brands are different in terms of brand identity, visual identity, reputation, or tone of voice.
Present the brand Unique Selling Proposition (USP) by explaining.
Who the new brand targeting is precisely.
What goal your target customer could achieve by using this new brand.

Presentation Skills. Specifically, we are expecting you to:
Build a coherent narrative using slides.
Present information clearly and concisely.
Have about 12 slides (excluding cover page and references) that support your message.
Use visual aids to present your information (e.g., pictures, graphs, tables).