Scribd Logo
Upload

Welcome to Scribd!

  • 13 views

    BM Assignment Briefing - Man Lai (No Pic)

    Uploaded by

    Rachel Lee
    You have been hired as a brand consultant to develop a proposal for building consumer-based brand equity (CBBE) for the sports apparel brand KIKE using social media marketing and influencer marketing. Your proposal should include: 1) Examples of social media posts for KIKE across various channels like Instagram, Facebook, and Twitter that utilize hashtags, tagging, and stories to promote the brand. 2) An introduction to how social media influencers can help build KIKE's CBBE through consumer education, interaction, and building relationships to increase exposure, brand awareness, and perceived quality. Suggest a potential influencer to partner with and why they would be effective. 3) Tips for the proposal

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    BM Assignment Briefing - Man Lai (No Pic)

    Uploaded by

    Rachel Lee
    13 views6 pages
    You have been hired as a brand consultant to develop a proposal for building consumer-based brand equity (CBBE) for the sports apparel brand KIKE using social media marketing and influencer marketing. Your proposal should include: 1) Examples of social media posts for KIKE across various channels like Instagram, Facebook, and Twitter that utilize hashtags, tagging, and stories to promote the brand. 2) An introduction to how social media influencers can help build KIKE's CBBE through consumer education, interaction, and building relationships to increase exposure, brand awareness, and perceived quality. Suggest a potential influencer to partner with and why they would be effective. 3) Tips for the proposal

    Original Description:

    Original Title

    BM Assignment briefing_Man Lai (no pic)

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    You have been hired as a brand consultant to develop a proposal for building consumer-based brand equity (CBBE) for the sports apparel brand KIKE using social media marketing and influencer marketing. Your proposal should include: 1) Examples of social media posts for KIKE across various channels like Instagram, Facebook, and Twitter that utilize hashtags, tagging, and stories to promote the brand. 2) An introduction to how social media influencers can help build KIKE's CBBE through consumer education, interaction, and building relationships to increase exposure, brand awareness, and perceived quality. Suggest a potential influencer to partner with and why they would be effective. 3) Tips for the proposal

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    13 views6 pages

    BM Assignment Briefing - Man Lai (No Pic)

    Uploaded by

    Rachel Lee
    You have been hired as a brand consultant to develop a proposal for building consumer-based brand equity (CBBE) for the sports apparel brand KIKE using social media marketing and influencer marketing. Your proposal should include: 1) Examples of social media posts for KIKE across various channels like Instagram, Facebook, and Twitter that utilize hashtags, tagging, and stories to promote the brand. 2) An introduction to how social media influencers can help build KIKE's CBBE through consumer education, interaction, and building relationships to increase exposure, brand awareness, and perceived quality. Suggest a potential influencer to partner with and why they would be effective. 3) Tips for the proposal

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    BUS4010 Brand Management

    Assignment
    Question
    As a brand consultant, you have been invited by a large
    international corporation to provide a proposal to
    develop consumer-based brand equity (CBBE) for a
    sports apparel brand: KIKE sports.
     
    The corporation, Appanman Marketing Co., prefer to use
    the following marketing strategies to develop CBBE for
    KIKE sports.
     
    1. Social media marketing
    2. Influencer marketing
    Question
    You are required to:
     
    • Prepare social media marketing communication for
    KIKE
    • Introduce an Influencer to promote KIKE and discuss
    how the influencer can help KIKE to develop its CBBE
     
    Approach
    1. Introduction
    2. What is Social media marketing (SMM)?
    3. How SMM elements drive CBBE?
    4. Examples of social-media posts
    • Messages (e.g., hashtags, tagging, stories…)
    • Channels
    • “Cap screen” as example

     
    Approach
    1. What is social-media influencers(SMI)?
    2. How SMIs’ endorsement drive CBBE?
    • Consumer education, interacting with consumers,
    building consumer-brand relationship
    • Leveraging secondary association, building strong
    and positive brand image
    • Increasing exposure, building brand awareness
    • Communicating benefits / attributes /
    POPs / PODs (More persuasive)
    strengthening perceived quality
    • Who? And Why?
    Tips
    1. 1000 – 1500 words
    2. APA referencing: Google scholar
    3. Read my research papers (optional)
    4. Provide examples, please

    You might also like