What were the triggers that caused CCD (Cafe Coffee Day) to consider brand rejuvenation?
Based on Landor’s research, what were the CCD brand’s strengths and weaknesses?
What did the CCD brand stand for? What were the core values of the brand that could not be changed? How were these values important for determining the brand archetype?
Briefly define the pros and cons of the three positioning choices?
Which positioning would you recommend for CCD? Give at least three (3) reasons for your recommendation.
Additional Requirements for assignment:
In order to successfully complete this assignment, your report should:
Succinctly define the situation (no more than 15-20% of the paper).
Enumerate the options to be considered.
Weigh each option’s positives and negatives.
Declare your decision.
Provide support for your decision.
Be sure to keep your response brief and succinct; adhere to the specified formatting guidelines:
no more than 1.5 pages
1.5 line spacing
12 point Times New Roman font
1-inch margins on the top, bottom, and sides
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