Theme 2: Competitive advantage through customer experience The SMT has asked you to take responsibility for delivering a brand plan with the objective of creating competitive advantage through the introduction or enhancement of an effective customer experience strategy. As a Brand Manager, you are responsible for managing how the organisation's brands can be utilised to support and contribute to this objective, through evaluation of the current brand portfolio and consideration of elements of the current brand strategy that can be taken forward. You are also required to consider, through the application of data and insights, how the corporate brand identity and image can be utilised, alongside the organisation's resources and culture, to develop a full brand plan for the customer experience objective, moving on to recommend how the success of that plan could be measured. Learning Outcomes covered in Task 2: LO3,LO4,LO5 Please refer to the module specification for Learning Outcome details. Brand Plan In line with the theme you have selected for this assessment, you are required to carry out the following. (a) Assess how your chosen organisation's corporate brand identity, image and values could contribute to achieving the theme-based objective. AC3.2, AC3.3, AC5.2 (10 marks) (b) Develop a brand plan to deliver the brand strategy for your chosen organisation and support the theme-based objective, including a discussion of how potential barriers to brand building could be overcome. AC2.2,AC4.1,AC4.2 (20 marks) (c) Evaluate the robustness of data available to create the relevant insight to support the brand plan, identifying data gaps and recommending how these could be filled. AC4.3 (10 marks) (Total - 40 marks) (Tasks 2 (a) to 2 (c) maximum word count - 2,000 words)