Overview
What this challenge is about.
You are a brand consultant hired by Alte Eiche. Your task is to analyze the current brand equity, propose a new brand architecture (e.g., sub-brands or endorsed brands), and design a 12-month brand communication campaign targeting urban millennials and Gen Z. Success means creating a cohesive strategy that increases brand relevance without alienating loyal customers. Deliver a brand book, a positioning statement, a campaign concept, and a measurement framework for brand equity.
The Brief
What you'll do, and what you'll demonstrate.
How can Alte Eiche reposition its brand to attract younger consumers while preserving its heritage and core customer base?
Earning criteria — what you'll demonstrate
- Conduct a brand audit and assess brand equity using Keller's CBBE model
- Develop a brand positioning statement and define brand identity elements
- Design a brand architecture strategy (e.g., house of brands vs. branded house)
- Create an integrated brand communication plan aligned with brand strategy
- Measure brand equity using quantitative and qualitative metrics
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.
Career mappings coming soon.