Choose a brand tangible or intangible?
Think about the attributes of the brand is it a retail brand, super brand, service-based brand, place/nation brand what are the dominant traits?
Select two issues you want to discuss with relevance to the brand i.e. ethical consumption, brand loyalty, brand love, relationship marketing, CSR, social media, CRM, brand awareness, global branding, brand community, corporate branding, relationship marketing.
Discuss relevant literature on the issues related to the brand of choice you can use additional literature beyond the reading list to demonstrate both depth and breadth of understanding.
Construct a case study of the brand from multiple sources not from one reading along. Your ability to construct an in-depth case study is very important.
Make your observations and recommendations on the brand (i.e. Short-term or Long-term)
An effective case study essay should have an adequate balance of theory and data (i.e. case study of the brand in question) which you have compiled and both parts should be integrated effectively.
An effective case study would highlight the issues and problematise the areas under scrutiny, identify and critique relevant literature, build a case study through multiple sources, analyse the branding strategy with relevance to the theoretical area or concept under study (including constraints in some of the branding strategies that may have been employed and be able to make further recommendations on the branding strategies).
The pertinent categories within your essay should include;
-Introduction i.e. definition of key terms and area, direction of essay, problematisation of the topic under scrutiny
-Literature review and Critique (demonstrating the breadth and depth of literature you have covered).
-One in-depth case study of a brand or a comparative study (compiled from multiple sources including academic and non-academic repositories), it should draw on the relevance to the theoretical remit, include analyses and constraints of the branding strategies as well as further observations and branding recommendations.
Conclusion
-Bibliography