MKT354: Paradigm Shift Labe is a Social Enterprise that Partners with Ethical Manufacturers: Brand Management Branding Proposal, SUSS, Singapore

Overview:

Paradigm Shift Labe is a social enterprise that partners with ethical manufacturers, employing marginalized people and survivors of exploitation. PSL aims to transform lives by providing good and dignified jobs and is an ethical fashion label for the modern and modern minimalist.

You are required to prepare a branding proposal for PSLbased on what you have learned from Problem 1 to Problem 10 of the module. Refer to for the details to be included in your proposal.

Your branding proposal should contain the following:

1. Introduction

• Explain the purpose of your proposal

2. Role of Organisation

• Describe the role of PSL in creating its brand (this section should include concepts such as organizational values and culture)
• Identify the brand elements that differentiate the PSL brand

3. Brand Analysis and Positioning

• Analyze the PSLbrand personality
• DescribePSL’s strategy to position themselves as an ethical brand
• Explain how the association as an ethical brand will improve the brand equity for PSL.

4. Brand Resonance

• Assess the PSL brand and analyze if the PSL has a strong brand resonance with its customers
• Explain how a strong brand resonance would influence consumer behavior

5. Recommendations

• Recommend at least TWO (2) marketing strategies for PSL to strengthen its brand resonance with its customers
• Recommend how PSL can leverage cause marketing to differentiate its brand