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French Connection and FCUK

C/M/158. Dissertation + Project Proposal. Branding as Tool of Strategic Development: Case of FCUK

WORDS:

11000

DATE:

2005

PRICE:

119.99 GBP

This dissertation is primary concerned with case study of the FCUK, and in particular, use of branding and shock advertising strategies and techniques by this organisation on its way to success, which however, as it has been identified by the researcher was somewhat very turbulent and complicated, i.e. the company has made a number of major mistakes and faced many scandals, so that even now its position remains relatively unstable ? all of this is detailed in the literature review. The dissertation is based on the results of the secondary research by the means of reviewing various sources of information as academic, so the practical. In more particular terms, the dissertation reviews various aspects and angles of branding with a specific attention to the brand extension and use of emotions in branding based upon the controversial advertising. The researcher engages into number of discussions as subject to cultural impacts, ethics, use of controversial advertising, importance of demographics and general assessment of the companys activities up to the present day as well as providing some predictions for the future. The theme of this research is providing enough room for further expansion and improvement, in case you may consider to do so, perhaps, as the subject to any changes which may take place in regard to the activities of FCUK.

KEYWORDS: dissertation, project, proposal, branding, tool, strategic, development, fcuk,