A new marketing director has just arrived in the company. They have asked you to send him an audit of the brand you work on, to help them decide where to take the brand next. They want your audit to go beyond a description of the brand and its current performance. They want your analysis to be an argument leading to detailed recommendations about how to further develop the brand in the future. They asked for a 3,500 words report. In this fictional scenario, you should focus on one of those five brands:

• Netflix

• Brompton

• Innocent

• Rolex

• Patagonia Reports are expected to apply relevant branding frameworks and concepts explored in the module.

Students are welcome to leverage more advanced branding theory if helpful. Branding frameworks and concepts should be applied with the aim of enhancing the depth of analyses and insight into the brand’s dynamics.