Brand Management
General
- Undergraduate; 2nd year, 3rd year, 4th year
- 25 learners; teams of 5
- 16 hours per learner
- Dates set by experience
- Educators assign learners to projects
Preferred companies
- 1/1 project matches
- Canada
- Academic experience
- Any company type
- Any industries
Categories
Skills
Project timeline
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September 20, 2023Experience start
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September 27, 2023Company is introduced via zoom
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October 27, 2023First stage report completed
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November 24, 2023Second stage report completed
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November 27, 2023Student Presentations
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November 30, 2023Experience end
Timeline
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September 20, 2023Experience start
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September 27, 2023Company is introduced via zoom
The matched company presents their company over zoom to the students in class.
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October 27, 2023First stage report completed
The first stage of the branding strategy will be submitted for feedback by the professor and company.
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November 24, 2023Second stage report completed
Students will submit the second-stage branding strategy report which will include final deliverables and implemented feedback from the first stage.
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November 27, 2023Student Presentations
Students will present their final reports via zoom to the professor and company.
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November 30, 2023Experience end
Overview
- Details
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-This course at Lakehead University (Brand Management 4114) is an upper-level undergraduate course for business students.
-Students will develop a branding strategy report that provides recommendations for:
1) Identifying and developing a brand plan:
- Positioning the brand to maximize competitive advantage
- Fostering brand resonance to create customer loyalty and customer relationships
- Fleshing out a brand value chain detailing how brand equity can be built.
2) Designing and implementing a brand marketing program:
- Recommending improvements and optimization of brand elements
- Integrating the brand into marketing activities
- Leveraging secondary brand associations
3) Measuring and interpreting brand performance:
- Building an actionable plan for measuring brand performance and understanding the results
4) Growing and sustaining brand equity:
- Defining brand architecture and brand portfolio
- Developing a set of strategies for growing brand equity over time
- Learner skills
- Brand strategy, Brand architecture, Marketing, Brand marketing, Brand management, Loyalty programs, Mock ups
- Deliverables
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-Deliverables to the employer will take the form of a formal, professional report with recommended courses of action and sample mock-ups that the students will create.
Project Examples
-Recommendations could include:
- How to improve branded social media pages and other community sites (e.g., blogs)
- How to design brand-building events in person and online (e.g., pop-ups, soft-launches, Q&A)
- Designing a marketing mix plan (e.g., advertisements, promotions) which clearly positions your brand in a positive, differentiated manner within consumer's minds
- How to improve a brand's aesthetic (e.g., logo, colours, slogan, etc.)