Learning Outcomes
On successful completion of this module, students will be able to:
- Examine the role of brand equity for an organisation operating in the aviation sector and apply relevant branding theory (LO1).
- Assess feasible recommendations for the selected industry/organisation, in particular exploring issues which will facilitate decision-making processes within an appropriate strategic brand management framework (LO2).
Task
(a) Review the branding strategy and strength for an airline or airport of your choice and evaluate the strategic significance of this strategy (for allowing the organisation to develop an excellent global brand presence).
(b) Based on the evaluation, recommend new steps for the brand strategy to ensure the success of the organisation, in a globally competitive marketplace, including an action-plan/time-line for your recommendations and areas for investment.
Format
This is REPORT FORMAT using headings and sub-headings based on the agreed word count.
2000-2500 words excluding the appendix.
Task structure and grading guidance
The recommended structure would include the following –
Part (a) weighted as 50%
Part (b) weighted as 50%
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