- summarise the key issues raised in the report.
- Selection of the company/organization responsible for the brand. Explain your choice of companies and any judgements which helped you make this choice.
- The positioning of these services as presented in their websites. The various dimensions of positioning should include symbol, product/service and personality characteristics, as they are portrayed in the web sites. You should also discuss brand architecture, the brand depth and width or any other aspects of their brand strategy that you feel is relevant. One section for each company/organization summarizing key points should be used.
- Comparison of the positioning of the selected companies/organisations. You should try to identify points of parity and the points of difference in the positioning of these on line companies/ organisations. You are expected to use relevant diagrams, tools and models to illustrate your views on how these brands are positioned and why they are positioned in this way.
- Provide feedback in your report to the brand support teams of these two organisations. You could compare and contrast your findings in relation to the two brands which you have chosen to generate greater insights. Discuss issues such as targeting specific groups of customers, changes which could be beneficial for these on-line companies or organisations and any other challenges related to the image that is identified during contact with the website. Remember to focus on positioning or, re-positioning the brand to create maximum value for the various stakeholders.
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