This coursework is an individual written and visual report (2000 word limit). Th

This coursework is an individual written and visual report (2000 word limit). The aim of this assessment is for students to work on a real brand, facing significant brand management challenges because of the pandemic. Students will present a snapshot & analysis pre-pandemic, followed by a new brand strategy recommendation encompassing re-positioning based on your analysis. Analyse the current brand environment and situation, target market / segments, and current marketing activities. Then, using relevant brand management theories and concepts support your key arguments. Ensure to utilise key theory from this unit and the core text. In the report, you must demonstrate the following: a. Clear, concise understanding of the brand, its current positioning, and its social and cultural significance in its environment. *You can use insights from the group research project to help inform this aspect. * b. Consideration and analysis of target market(s) – don’t just do demographics. Undertake secondary and primary research on the consumers of your brand to build an empathetic understanding of the brand relationship, identifying the reasons you believe consumers buy – or don’t buy – the brand. c. How is it currently promoted? Ensure to include traditional and ‘non-traditional’ media. Are all platforms being utilised effectively, or cohesively, and how might this effect brand performance? d. New brand positioning e. A new brand strategy to bring your proposed new positioning to life considering the brands socio-cultural context. Ensure to include an indication of budget, targeted media exposure (to include social media) and R.O.I. We recommend that you consider one brand, in one geographic market, and focus on a target group, for example Gen X, Y or Z. This group will probably segment into differing ‘archetypes’; you may recommend a strategy for all or select one sub-group and recommend how e.g. Jaguar can position successfully and with authenticity to your selected group. Good submissions will think ‘outside the box’, in getting maximum targeted media exposure with realistic financial spend.