“Interpretation/Knowledge/Skills- Burberry is an appropriate choice for your umbrella brand. It has briefly been featured in Bond before but you can easily differentiate your strategy in the next assignment as it was some time ago and a relatively minor placement. Good to see you consider the fit, the British element is central here and you may want to expand on that in the next assignment. You say you are targeting younger men but this is still quite vague, be more specific next time around and use supporting references to demonstrate the significance of the target market (figures, etc). It is not clear to me what the strategy is here – what is Burberry trying to achieve? awareness? sales? be much clearer in the next assignment and engage with the branding theory around that strategy. ”
Structure/Presentation Standards – Your structure is fine but your writing is very descriptive, you spend much too long describing Burberry and don’t explain your strategy sufficiently.
Research – As per the instructions you have to cite academic texts, specifically articles on branding to show me you have understood the concepts covered in class.
Citation – As mentioned above, further engagement with academic articles is needed. In addition, you must support all your claims with references, further research on your target market, for example, would have helped you achieve a higher mark.
Execution/Creativity/Engagement – It is clear that the TikTok works well with the Bond brand, both in terms of the look and the music. Brand transformations are very popular but the challenge element could have been further highlighted, for example with a caption or hashtags. Moreover a ‘twist’ on the classic transformation would be beneficial as I’m not sure this would stand out.
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