Brand Management

Brand Management prepare a brand plan (in report form) for the next two years, aimed at overcoming the current difficulties and improving upon the brand’s market position. This report will be working on Nurofen and how there current brands difficulties of misleading advertisement is being investigate. The report should be written as if it were to be presented to the Board. It must therefore be convincing, comprehensive, practical and sustainable. It should fully utilise teaching given in class and contain relevant theory, models and literature found in both core text books. At least three models taught in class should be utilised. The report should also contain academic reading (articles and books). In addition to the two core text books used in class, it should contain references to at least five other academic sources. The report should open with a brief overview of the problems which the brand faces, which were given in the presentation. It should then contain a section which proposes changes to the brand (the repositioning strategy). Benefits, identity, use, user, packaging, communication, price and other elements of the marketing mix should be covered. Following this there should be a section which deals with the implementation of the plan. Finally there should be a brief auditing plan to ensure that the brand maintains its recovery. could you please provide four different sections within the report, Section 1 will be the summary of problems for Nurofen (this can be identified in the attachments of a presentation which i have done). 1 page at max for this section of the report and link this section back to the presentation which will be instarted in the appendix. Section 2 will be about the re-positioning strategy, within this section could you please insert models and theories which are to be obtained from two main sources which need to be used and these are, Aaker, David A. Building Strong Brands. London: Pocket, 2010. and Elliott, Richard H, and Larry Percy. Strategic Brand Management. Oxford: Oxford University Press, 2007. please explain the branding strategies from these two books how ever use other sources but mainly these two books. also within this section the re-positioning is linked to functional benefits. there are four different beneifts which are explained within the two books of Elliot and Percy and David aaker. DONT DO A SIMPLE SOLUTION FOR NUROFEN CHANGE TWO OR THREE THINGS USING EXAMPLES OF MAR-MITE AND CLENX, JUSTIFY BY USING MODEL AND THEORY'S WHICH RELATE BEST from the two books stated earlier. Section 3 this section will consist of implementations. a communication plan or campaign can be provided for this section . use first within this section the IMC model, second the buyer-readiness stage and third the rossiter-Percy grid, and Boston matrix. Section 4 will be about the brand Audit - check the example of an A grade copy which was done previously to help with this section BUT DO NOT COPY. Purpose of this section is to check if the plan is working. this may consist of overall market and competitors stratigy., PLEASE ALSO INCLUDE IPA could you please ensure that the sample of a past report and could you also follow the presentation as it needs to be linked to section one but also could you ensure models and theories are spoke about alot and examples of them are shown within the report. please ensure headings and sub headings and please only use UK citations only.