Real Case study
You have to design a Global Brand Marketing Program in order to Build Brand Equity for the 5-year period (2020-2025) for a company of your choice. There is clearly an expectation that the theory and models discussed in the first seven chapters of the book (Strategic Brand Management, 4th edition, K. L. Keller) will be used in your report. You may also use information/evidence from the Internet, the academic articles we have discussed in the class and any other you feel like reading.
You can choose one of the following Organisations, or anyone outside the list you feel is interesting enough to research: Airbus, NHS, Siemens, Samsung, IBM, Microsoft, Google, Amazon, Facebook, Apple, IKEA, Dell, Caffe Nero, Costa Coffe, Starbucks, Chrysler, Peugeot, Pirelli. You need to agree with me on the organization by the 4th of November 2019.

A standard academic report is expected with at least 15 references, most coming from esteemed academic journals, a nice cover and an executive summary.Some further guidance:
 The main body should be 1400 words (+/-10%).
 The executive summary should be preferably about 10-15 lines.
 References are not included in the word count.
 You have to submit only an electronic pdf copy in Blackboard.
Marking Scheme:
 80% of the assignment mark will be based on the actual content (with a
categorical mark given for it: standard A, B, C, D, E, F Bangor classification).
 10% for the sources retrieved and used.
 10% for the format of the report.
These three partial marks will be combined into an overall categorical mark for the report.