Assessment 1 - Brand Positioning Analysis Weighting: 50% Due date: 11:59pm, 3rd September 2021 Individually, students are to conduct a Brand Positioning Analysis for one of these lifestyle brands, as listed below: - Jetts - Fitness First - Goodlife Health Clubs The analysis will be based entirely on information from public secondary sources, company web sites, as well as your own professional experiences and insights. I do not necessarily expect you to conduct any surveys or primary research. Specifically, you will have to address the following three questions before providing strategic recommendations for the brand. 1. Has the brand established a frame of reference? 2. Is the brand leveraging its points of parity? 3. Are the points of difference compelling? Information about what needs to be discussed in the answer to each of these questions can be found in the article "Three questions you need to ask about your brand" by Kevin Lane Keller, Brian Sternthal, and Alice Tybout (HBR, Sept 2002) - available on Blackboard (via QUT Readings), and on the prescribed book for this subject (Chapter 2 - pages 77 to 93). You must use two/three specific competitors when discussing and contrasting the brand's POP and POD. For an example of how this can be done, refer to pages 356-357 of Keller's book "Strategic Brand Management, 5th edition, Prentice-Hall, 2020". Submission details: This assessment item is to be submitted Online only via Blackboard and it is due 11:59pm, Your final report must not exceed 2,500 words (excluding reference list). Exhibits can be added and are not included in the word count. No, you are not allowed to go over the word limit by 10%. We will stop marking at 2,500 words. We will use Turnitin Software to check for plagiarism and to mark all assignments. Your similarity report results must show 10% or less. For every 1% above that, we will deduct 10% of your mark. Note however, that deductions will not occur automatically, so if you work in good faith, you should be fine. This assignment submission is in a business report format. Therefore, you are not to use any quotes in your assignment. Any quotes used will be counted towards your similarity report. Any assignments submitted late without previous approval from QUT Business School will receive Zero marks. Assignments are considered late even if you submit your assignment 1 minute late. Important! Because this is an online submission, make sure you print the submission confirmation page/email. This is the only evidence you will have that you submitted your assignment on time in case of a system breakdown. If you can't show that you have submitted on time, zero marks will be allocated to your assignment as per university late submission policy. QUT Business School AACSB ACCREDITED EFMD EQUIS ACCREDITED AMBA ACCREDITED [1]