Brand Strategy

Unit Code: MKTG311

Title: Analysis on CCNSW using emotion-based branding loyalty theory and culture-based brand positioning theory

Total number of words: 2846

Executive Summary

Cancer Council New South Wales (CCNSW), located in Australia, is an organization devoted to fight against cancer. CCNSW has its own research and development center focusing on medical solution to cure cancer. It also devotes to provide emotional encouragement and support for those who suffer from cancer. Besides the non-profit sector, CCNSW also has for-profit retail business which is well-structured. CCNSW is a combination of both for-profit and non-profit sector.

In this report, on the basis of material gained from academic literature and journal articles, the author tries to use two theories (emotion-based branding loyalty theory and culture-based brand positioning theory) to analyze CCNSW brand, including theory of brand loyalty and brand positioning strategy. Besides, the not-for-profit branding strategy will also be briefly mentioned. Recommendations will be made at the end of the report on the basis of evaluating the CCNSW’s brand strategies.

Table of Contents with page numbers;

1. Introduction 2. Description of two theories to be used to evaluate CCNSW2.1 Brand loyalty theory overview 2.1.1 Emotion-based brand loyalty 2.2. Brand positioning theory overview 2.2.1 Brand positioning based on cultural recognition 3. Introduction to the case study brand - CCNSW 3.1. Overview of the case study brand 3.2. Detailed description of the 2 x brand strategies 3.2.1. Analysis of emotional-based brand loyalty on CCNSW3.2.2. Analysis of culture-based brand positioning on CCNSW4. Recommendations 5. Conclusion | 444568889991011 |

1. Introduction

Brand audit is a comprehensive audit for a brand based mainly on brand equity which is an independent activity according to external consumers. It includes the assessment for extent of brand health, the range and source of...