Assignment draft notes from lecturer: I have suggested tables as this is how we have presented data in the course. The main think about is how to present in a way that will allow you to show your brand’s performance and the law-like patterns you have learnt in the course. Discussing whether they hold or not in this context. With your graph I did not see this clearly, I would suggest going back to the lecture slides/e-Readings to see how data has been presented when answering 1A. It is useful to take a step back and think about the type of market banks operate within and adjust your thinking to that environment. What are the things you would want to know? Here you can refer back to an earlier tutorial question. I see you have put in a DJ table with the typical variables and grabbed details from your Market Analysis assignment. So you are on track in understanding the law, but need to do a bit more thinking about variables and how to present and discuss in this context. Often we have contexts where purchase frequency, share of category requirements, repeat rate of purchase etc are relevant to the market. In banking you need to adapt to use the variables that are relevant in this market and will be limited to the data I have provided or you can find in your research. Think about what variables provide insights about loyalty in this market. You don’t need to use all variables so select ones that suit the points you are making and present in a way that it helps the reader to quickly grasp your point and helps to build your overall argument. 1B. Using the same data provide an example of how the survey results can be presented differently, making misinterpretation more likely by those lacking your knowledge. Explain how this could distract the team from the task of growing the brand. Provide evidence from this or other brands on efforts that may be ineffective if the objective is to grow the brand. Once you have used the principles of data reduction and discussed the law-like patterns we focus on in the course, you are using the same data but presenting it in a way that would likely result in different recommendations in Part 3. Think about how you might present the data if you did not know the laws and how this may lead you to make incorrect interpretations for your brand and to take action that does not actually help grow your brand, please review Week 2 lecture for help here. Part 2 - nice start that sets the context for your allocated brand. Minor point is need to proof for final version - it became a division. Good info but you will need to add in references to show the source of this information. In the next version you can edit this down to focus on what all this means in terms of branding and the bank’s performance. Is there anything that will be helpful to note here that helps to explain the results you present in Part 1? You are on-track as have made some points about the bank, e.g. contact is via phone or online, the next step is to link this to the course concepts and focus on what this means for the brand. I will be advising students to write their assignment from the perspective of their allocated brand, i.e. when reporting always bring back the discussion as to what this means for that bank and potential reasons why you may see a result. Link all data sources to provide an overall picture of the bank that builds a logical argument to conclude with the recommendations you make in part 3. Step back and think about your brand based on your review of the banking industry, your brand audit that shows what they (and competitors) have been doing in the market and discuss with your interpretations of data I provided and your knowledge of branding from the course to form a view of the bank underpinned by evidence. 2G Provide a summary of potential Distinctive Assets for your brand (create a brand palette for DAs). Estimate where branding elements would be positioned on the Fame/Uniqueness grid and add in elements likely to be useable or investable assets for key competitors. Briefly discuss the quality of decisions made from grids compiled from a branding audit compared with grids informed by research with category users. This will become clearer with Week 7’s lecture. Professor Romaniuk has touched on DA’s when covering Mental Availability and Physical Availability but I will go into more detail in Week 7. I have decided to make a video this week that will help clarify some of the points I have made above, plus also introduce some of the concepts (such a brand palette) early in a video to help students work on assignments during the break. The assignment is due in Week 8 so that you have time to review the lecture information and consider whether you wish to make any changes to recommendations before submitting.