- Case study approach: high end case study
- Good Case Study: high level of criticality and raise question NOT so much descriptive
Ex Is this bus model sustainable?
- Descriptive: roots, history, facts, figures, important research-> separate fact sheet (Not include word count)
How did they achieve but don’t focus much on history, is it plan, or what
- How to manage and build brand
- Brand maintenance
- Brand measurement: how do they measure BE stock market, feedback
Ex Expedia has customer loyalty program (how much customer, conversion rate)
They need to focus on Brand Equity, they rely on this
-Brand building & maintenance: how they protect maintain the brand,
-POP, PODs
-Brand Audit
- Crisis factors
- Brand Parity: perception of customer, now is an issue, just OTA
- Recommendation: Line or Brand Extension (review and recommend)
- Possible brand extension: creativity, what is already happened, what product category they can extend
Ex Google : Info research
Google hotel finder (another different product category)
Ex Tripadvisor: is it OTA? no. Is it in the right direction? yes. Potential or not?
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