Marketing: Brand Positioning Strategies

The task is to write a marketing literature review of brand positioning strategies. Briefly, name &
list the different ways of brand positioning. Choose one method and analyse it in depth. Is it still
relevant today? And how has it changed? Must use academic sources and peer-reviewed journal
references.
Task sheet info:
Format:
. Document Type: Word or PDF
. Word Limit: 900-1000 words in the Introduction, Literature Review, and Conclusion section
. Font: Times New Roman, Calibri or Arial
. Font size: 12 or bigger
. Line spacing: 1.5
. Footer: Page X of Y
. It is a requirement that sub-headings are used to clearly label each section
. Any tables or graphs included in the report must be clearly labeled and mentioned in-text for the
reader to look at them. Or the marker will not read/mark them. Appendices should only contain
supportive content.
Some more explanations here:
Introduction & justification:
. This section should introduce the background to the literature topic of interest, pointing out
overall trends, the key directions research has taken. Conclude by stating the
concept/theory/framework that you are going to address.
Literature review:
Your review should demonstrate a thorough knowledge of the topic of interest, through:
. a critical evaluation of the literature, rather than merely describing previous literature;
. integration of the key concepts from the literature relating to your chosen concept (eg culture,
aspects of branding, social media, direct marketing, PR, other IMC tools) or theory (eg
motivation, perception), rather than being more like an annotated bibliography;
. identification of key authors and the key works in the area;
. citations of claims by the original authors’ (usually based on their empirical findings), rather than
citations based on unsubstantiated claims or by other authors simply repeating or referring to the
original claims;
. clearly demonstrating the position that you are taking arising from the evidence in the literature
reviewed which is relevant.
Conclusion and possible ongoing research:
Summarise the key findings of the review, including any key research gaps or progress made
over the years. Conclude with a clear point of view about how this topic of research could be
extended in the future. This section should:
. clearly link back to the concepts and/or theory identified in the literature review;
. clearly links any relationships among the concept/theory that underpins the literature review.
References (not included in word limit)
Use the APA referencing style to list all sources of information cited in the literature review.
Create a reference list that correctly references all of the papers and articles you used in this
assignment. Some important reminders here:
. You must provide reference support throughout the report
You must consider academic sources, particularly journal articles, and:
You must consider industry publications
. For a higher grade, the number of references will be over 15. If you only reference the textbook,
this is not sufficient theoretical knowledge and will be a fail.
. QUT APA referencing style