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1. Assignment Launch
Chelsea Bailey

2. Assignment Breakdown
 Place Branding for a tourist attraction:
 Choose two combined product/services tourist
attractions which have an on-line presence aimed at
creating high value.
 This may include non-profit organisations such as
museums, art galleries etc, or governmental
organisations as well as private companies and
corporations.

3. Examples
 Las Vegas v’s Los Angeles
 The Burj Al Arab v’s Hilton
 Alton towers v’s Drayton Manor
 The Savoy v’s The Dorchester
 Visit England v’s Visit Scotland
 Radisson Blue v’s Soho Grand
 The V&A v’s The Tate

4. Top tips
 Research several options until you find examples with a
good online presence (e.g. website)
 Focus on examples that aim to create high value
 Assess the website:
– How are they signalling their offer
– Consider the brand architecture
– Assess the brand as a symbol, the brand as a
product/service and the brand as a person
 Develop a long list of attributes related to the brand not the
website
 Critically evaluate their positioning strategies and offer
recommendations to the companies/organisation

5. Structure
 Part 1: Executive summary
Summarise the key issues raised in the report.

6. Part 2: Company/Organisation
Selection
 Explain your choice of companies and any
judgements which helped you make this
choice.

7. Part 3: Current Positioning
 The positioning of these services as presented in
their websites.
 The various dimensions of positioning should
include: symbol, product/service and personality
characteristics, as they are portrayed in the web
sites.
 You should also discuss brand architecture, the
brand depth and width or any other aspects of
their brand strategy that you feel is relevant.
 One section for each company/organization
summarizing key points should be used.

8. Part 4: Comparison of Positioning
 Comparison of the positioning of the selected
companies/organisations.
 You should try to identify points of parity and the
points of difference in the positioning of these on
line companies/ organisations.
 You are expected to use relevant diagrams, tools
and models to illustrate your views on how these
brands are positioned and why they are
positioned in this way.

9. Part 5: Provide Feedback
 You could compare and contrast your findings in
relation to the two brands which you have chosen to
generate greater insights.
 Discuss issues such as targeting specific groups of
customers, changes which could be beneficial for
these on-line companies or organisations and any
other challenges related to the image that is
identified during contact with the website.
 Remember to focus on positioning or, re-
positioning the brand to create maximum value
for the various stakeholders.

10. Expectations
 Word limit max 2500 words for the main body (excluding
the executive summary, appendices, tables and
references).
 Appendices maybe used up to a maximum 3,000 words in
total
 You are expected to refer to, critique and apply relevant
theory, tools and models to demonstrate your viewpoint
and findings within the report
 All references should be cited and a reference page
detailing the sources should be included at the end of the
report before appendices
 Report format & Harvard style throughout

11. Remember to consider….
 how brands meet the needs of a range of
stakeholders,
 how multisensory cues can help differentiate
brands and build brand equity
 how companies can develop brand elements that
help build brand equity; appreciating how
marketing and in particular marketing
communications help build brand equity.
These aspects should help form the basis of your
report.

12. You should…
 Use relevant tables, diagrams, models and
figures throughout the report. This material
should be developed from you (i.e. do not
copy and paste) and should be based on the
data collected from websites, current journal
papers, theory and media reports.
 Marketing information on the positioning of
the companies/organisations should come
from the company or organisation’s websites.

13. Caution!
 Failure to comply with this word limit and structure will result
in reduced marks
 All parts of the essay should be formatted in 1.5 spacing and
Times New Roman
 Sources of information and academic references should be
acknowledged appropriately within the text using Harvard
referencing style

14.  You should submit your assignment by 12 noon
on Wednesday 25th April 2018
 Failure to submit the assignment by the allocated
time will result in penalties.