Identify a brand, of any type, that is currently having some image issues (e.g., not clear what it stands for, perceived as old-fashioned and out-of-date), analyse its current positioning, develop a new positioning, and elaborate managerial recommendations to bring this new positioning to life.

The summative assessment for this module consists in an individual business report on a self-selected brand. You will need to identify a brand, of any type, that is currently having some image issues (e.g., not clear what it stands for, perceived as old-fashioned and out-of-date), analyse its current positioning, develop a new positioning, and elaborate managerial recommendations to bring this new positioning to life.

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