Assignment Question (3500 words )
“Brands become an un-separated part of a firm’s value and an important strategic asset.
It could even be the driver of the whole marketing planning process.
Going beyond a tactical level in the marketing planning process, a brand could become a competitive advantage for firms”
Wong & Merrilees 2008
Please choose this company（retailer）：Tesco
Select a UK retailer that you are able to research and prepare a report that outlines and discusses their corporate/brand identity.
Your report should include:
• An overview of the current brand positioning strategy and the benefits of this to both the retailer and the customer 40%
• Using current literature and research in the field of brand positioning and communication, outline how you would advise them on improvements to their communication strategies 60%
Your work should be in the form of a report of 3,000 words Your work should include clear references to literature and internet sources. Look at a range of sources available via the library and the web. Wherever possible, give examples to illustrate your answer.