large established brand and, using a range of relevant tools, frameworks and/or
theories explain the evolution
of that brand over time, including:
. A critical assessment of the brand’s health at key stages of development.
. What changes In customer needs & wants and/or changes in environment it has faced; and how It has evolved
and adapted to stay relevant?
In the second section of the report you should cover the following areas, considering a strategic viewpoint:
. Outline, using relevant branding concepts, theories and/or frameworks, and justify how the brand should evolve
In the future.
. ConsIder the potential for partnerships or other collaborations. Critically assess the recommended targets.
. Recommend metrics, tools and techniques that the organisation should consider using to evaluate the health
of the brand and develop maximum brand value ¡n the future.
You must critically research and apply in your coursework relevant academic theory and sources, course concepts and
frameworks and industry material, fully referenced using the Harvard system.
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