Part B Concept Proposal and Board
This part comprises of a concept proposal and a concept board that should follow on from part A above. Therefore, the work that you have done in the first part of the report (critical situational analysis and business justification report) will be relevant to this element of the coursework. Now that you have chosen your brand (Tiptree Conserves or Hipp Organic) you must now produce:
a) A concept proposal outlining and justifying your brand extension (NB. Developing a concept is the third stage of the linear new product development process and has been covered in lectures and previous tutorials.) b) A concept board (to accompany the concept proposal). The Concept Proposal – Guidance 1. You are to produce a word –processed concept proposal, maximum 1,500 words; in report format. That said it is important to use relevant headings and sub-headings. This must justify the proposed new branded article (brand extension) by referring to market factors and, especially, brand theory. 2. This must include a product description, using the terminology covered in Keller and other academic sources 3. Apply relevant brand language concepts and theory (brand name analysis, brand heritage analysis, four building blocks and brand image), throughout the report to explain and justify your concept proposal. This is your opportunity to show initiative and to demonstrate how much you have learnt from the text-book on brand concepts and theory. 4. Apply the brand image transfer model and discuss how you aim to maintain and transfer aspects of the brands heritage. All dimensions of the brand image transfer model must be referred to. 5. Use the Harvard referencing method.
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