Brand Management Review on Disneyland

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|Edinburgh napier university | |Strategic Brand Management | |Brand Management review on Disneyland | | | | | |Jan 22 2011 |

|Program Name: |MSc Marketing, Edinburgh Napier University | |Student Name: |Leung Ka Lun, Cyrus | |Matriculation Number: |010021992 | |Module Name: & Number: |Strategic Brand Management (Assignment 1 ) |

Introduction
For assessment 1 and 2 (2,500 - 3,000 words each)
Your assessments should include the following 9 topics (these topics are synchronized with the notes given by our lecturer): 1. Company background
    (brand history/ B2B or B2C company/ product or service/ briefly target segment and positioning. For assessment 2, imagine your brand is already existed) 2. Company logo and slogan
    (describe the existing logo and explain the meaning of the company slogan. For assessment 2, design a new logo and slogan for your brand, you can draw the logo in your assessment) 3. Brand confusion

   (how to avoid brand confusion by using source, information and consumer protection (Powerpoint Slide 3-5)) 4. Psychology factors
   (Brand added value, when consumer choose 1 brand, they will consider five consumption values (Powerpoint Slide 8))    e.g. social value: a brand can help you to undersatnd and communicate with different groups of people - you can meet high social class people when playing golf in a famous golf club 5. Brand equity management and sustainability

   (Manage your brand equity and increase the value of your brand by: e.g. having a good leadership/ high and stable market share/ competitive advantage/ no brand confusion/ consistent brand image/ good value and quality to customer/ increase the no. of loyal customers and their satisfaction level) 6. Impact of the internet on brand development, brand association    (2 models in Powerpoint Slide 6 & 7 are recommended to use, you can talk about the role of internet towards your brand development, such as provide up-to-date information to client, online-advertising to promote the brand image, etc...) 7. International aspects of branding and its relation to the selected brand    (write about the advantages and disadvantages for your brand to be international (slide 5,6) - standardization or modification strategies will be used to serve different markets?) 8. Capitalizing in success

   (line extension and brand extension, write about the advantages and disadvantages for your brand to do brand extension (slide 4-6)) 9. Company co-branding
   (find a brand to do co-branding with your brand, this brand should be related and make sense, then you can write about the advantage and disadvantage of this co-branding strategy, also tell how to avoid confusion when these two brands appear together) 10. Global Kids and their brand relationships

   (don't need to write anything about this if your brand is not targeting kids)

Remarks: Dr.Omar is the only marker for the 2 assessments, she...
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