Description of the Assessment
You are required to ascertain the strength of corporate brand calibration of the AMAZON corporate brand using the corporate brand framework (the ACID Test) as detailed in Balmer (2012) in his California Management Review article. You should specifically refer to the Actual, Communicated, and Covenanted, Dimensions of the model. When preparing presentation power point slides, you are required to critically analyse your assigned corporate brand using the (1) ACID Test of Corporate Brand Management and (2) the REDS process. The specific requirements are:
1. Your presentation slides (aim for around 10 slides-15 slides maximum) should be based on the following key points:-
i. The investigation, analysis and your strategic recommendations ii. Assess the saliency of the brand covenant
iii. Implementation (launch, introduction)
iv. Control, cost and timing.
2. Your presentation slides needs to have a clear introduction and conclusion.
3. Your presentation should have a clear STRUCTURE, a good PRESENTATIONAL STYLE .
i. Your name and student number should appear on all power point slides and the first slide should include your name and number.
