CASE STUDY TASK:
Apply the AC4 ID Test diagnostic framework to Volkswagen as a corporate brand by following the REDS2 diagnostic process (see Balmer 2012a, 2012b). Make strategic recommendations based on your analysis of Volkswagen as a corporate brand vis-Ã -vis multiple stakeholders (and not only vis- Ã -vis customers!). Evaluate the analytic and practical utility and merit of the framework in light of your own experience having applied the framework yourself. (2500 Words)
Compulsory reading:
Balmer, J.M.T. (2012a), Strategic corporate brand alignment. Perspectives from identity based views of corporate brands, European Journal of Marketing, Vol. 46 7/8, pp. 1064–1092.
Balmer, J.M.T. (2012b), Corporate brand management imperatives. Custodianship, credibility and calibration, California Management Review, Vol. 54 No. 3, pp. 6–33.
WHAT YOU SHOULD DO TO ADDRESS THE COURSEWORK:
In this assignment you need to draw on your knowledge of corporate marketing and use a specific instrumental framework designed to aid managerial decision making applying it to a particular case from business practice. You need to show your understanding of the theory as well as your ability to derive at practical recommendations. You must support (justify) your explanations and recommendations with appropriate academic sources (i.e., academic articles presenting perspectives/concepts/theories and articles reporting empirical research studies). You also need to source adequate data and information about the business case you are analysing with the help of the framework. Finally, you should reflect on your application of the framework and evaluate the framework’s adequacy as an analytic/diagnostic tool. |
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