Every student needs to submit an individual report as specified above. Your task is to perform the role of a brand manager and give rationale to your marketing manager of introducing a brand into Hong Kong with ideas on the followings:

Every student needs to submit an
individual report as specified above. Your task is to perform the role of a
brand manager and give rationale to your marketing manager of introducing a
brand into Hong Kong with ideas on the followings:

1.     Provide a reason(s) of introducing a new brand into the Hong Kong
market (An Executive Summary). The situation is like a situation that “Why” your
manager will hire you after the interview; OR “why” consumers buy your brand
instead of buying some other brands. Your brand must have some special
features.

2.     Who are your competitors? What are their characteristics?

3.     What are the points of parities (POPs) and points of differences (PODs)
of your brand when compared to your competitors?

4.     What brand equities your brand is equipped with that are distinctive
when compared to your competitive brands? Do you think that you can outperform
your competitors? In features? In style? In price? In likeability? In emotion?
Or in what? Or “See! I can afford a Chanel, do you?”

5.     How should your brand be positioned and why this positioning?

6.     Now follow unit 2 and 3 to give ideas on the positioning strategies
and creating a good relationship with your customers.

The teacher aims to return the marked
individual assignments back to you in a week so that you can decide whether to
develop it into a group project to be presented in class toward the end of the
term. It is fun! Please refer to appendix 2 for a marking protocol used by the
teacher.

Strengths:

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Weaknesses:

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Overall
mark ______________________________________________________