Students are required to write an individual report on corporate branding.
Each student should choose three corporate brands and write a comparative analysis of their
corporate brand strategies.
Any type of corporate brand can be chosen, e.g., companies of any size and from any sector (e.g.,
hightech, banking, food and drink, notforprofits, multinational corporations, small and medium
sized enterprises, etc.).
The three corporate brands can be from the same sector or from different sectors.
Summary: A brief description of the contents of the report (one paragraph)
Conclusions and recommendations
*You must include an appropriate theoretical framework in your report
*You can find such frameworks in articles on corporate branding in journals such as Corporate
Reputation Review, Journal of Brand Management, etc.
*Example framework: Aaker, D. (2004), ‘Leveraging the Corporate Brand’, California Management
Review, Vol 46, No 3, pp 618.