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. Theme 2. Maintaining market nosition through differentiation Task 3 - Briefing Paper Learning Outcomes covered in Task 3: LO5, L06 Please refer to the module specification for Learning Outcome details. Brand Metrics Building on your responses to Tasks 1 and 2, and in line with your selected theme, you are required to carry out the following. (a) Describe the skills, physical resources and culture needed to deliver your chosen organisation's brand plan detailed in Task 2 (b). AC5.1 (10 marks) (b) Develop an appropriate dashboard for measuring brand performance, by assessing which online and offline metrics should contribute to the proposed dashboard. AC6.1 (10 marks) (c) Define which metrics and analytics will be key to supporting future revisions to your proposed brand plan, in relation to the theme-based objective. AC6.2 (10 marks) (Total - 30 marks) (Tasks 3 (a) to 3 (c) maximum word count - 1,500 words)