# Topic Explanation and indicative word count Mark %
1 Executive Summary and table of contents
A summary for the eyes of firm’s top management whose brand you have chosen. Include key issues identified and key
recommendations made to the management to overcome these issues.
Executive Summary should be single-spaced, and maximum 1-page.
Include a table of contents after the Executive Summary to list sections of your report.(not included in word count)5%
2 Brand Introduction
A brief introduction to the firm whose brand you have chosen. Provide a background about the brand: its origin and history, entry into the Australian market, and current standing in the Australian marketplace. Also, identify key brand elements (250-300 Words) 10%
3 Market Description
What market does your brand compete in? Describe the market by using key statistics like size of the market, growth
potential, market segments, different layers of market offerings, such as low, mid, high end of product class
Identify key competitors of your brand.Describe the brand’s target market(s) and the intensity of competition in each market segment.
If possible, include a perceptual map of your brand versus its key competitors- placing each of these brands on a two
dimensional perceptual map of key attributes or benefits on which the target market(s) place these brands. Perceptual
map may be included in the appendix. (250-300 Words)10%
4 Brand Problem Identification
In your opinion, what is the problem that your brand is facing? Problem has to be real, important, and relevant to
the Brand Equity Theory. Support your stated problem with evidence (firm sources, analysts critique,