Assessment Information

This assignment is designed to assess learning outcomes:

Conduct a critical review of academic literature surrounding a branding topic and present their findings.

Hunter: Expanding the brand’s geographic coverage
Hunter was founded in 1850 and comprises of a progressive British heritage brand which is renowned for its iconic Original boot. The boot holds two Royal Warrants of Appointment to HM The Queen, and HRH The Duke of Edinburgh. The brand has a rich history of innovation and continues to forge designs that shield pioneers from the elements. Hunter still uses many of the same techniques today, handcrafting boots from 28 parts. This dedication to craftsmanship ensures exceptional fit and comfort.

Under the creative direction of Alasdhair Willis, Hunter launched two new brand categories, Hunter Original and Hunter Field. Hunter Original, featuring the iconic red box logo, targets a younger, fashion-conscious audience and includes outerwear and rubber accessories alongside waterproof footwear in bold colours and patterns. Hunter Field features a new green box logo and is a technical collection, designed to protect in both rural and urban environments. Built on the philosophy of protection, intelligence and craftsmanship, the
collection looks to Hunter’s heritage of pioneering design to create advanced boots for those who require excellence in all weathers and landscapes. This innovative collection features the re-engineered Balmoral, Argyll and Norris boots. A gardening capsule collection sits alongside, comprising of rubber clogs and short boots with design features including sole dig-pads and a wide tread outsole.

Hunter continues to be chosen by festival goers the world over, bringing the unmistakable spirit of the brand to the muddy fields of Glastonbury, Electric Picnic and Wilderness, alongside a host of iconic UK-based and “This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk “

international festivals. Glastonbury, with its unpredictable British weather, is the ultimate proving-ground for Hunter Original.

The brand has a global flagship store in Regent Street, London and a second global flagship store in Ginza, Tokyo.

Sources:

Parts of this case study are fictional and the factual content is based on information from the following sources:

• https://www.countryandtownhouse.co.uk/brands-guide/hunter-2/
• http://www.hunterboots.com/discover/heritage-hunter-now/
• http://www.hunterboots.com/about-us/
• http://www.hunterboots.com/discover/heritage/

This assignment is an individual assignment.

This assignment requires you to:

Hunter has approached you to work with them as an external branding consultant. The company sells its products online worldwide and has dedicated stores in London and Tokyo.

They would like to employ your services as a branding expert to propose a branding strategy for them. This is to support opening their third flagship store in a different country to where they are currently situated. You may choose a country where they have a presence (sold through another outlet) but not a dedicated Hunter store.

Focusing on one market of your choice, address the following three questions. Questions carry equal marks.
You are required to:

1. Analyse branding strategies over geographic boundaries to identify which approach in your view Hunter should use to enter your chosen country. Provide recommendations on the brand strategy to support expansion and justify why you have proposed a particular approach.
2. Build a branding approach using the CBBE model for your chosen country.
3. Identity which brand elements to adapt and which to retain and again justify your choices. Support discussion and recommendations with examples.

Poster exhibition tasks
Your poster needs to present visually your suggested recommendations for Hunter’s overseas brand expansion.

Your suggestions and recommendations must be supported by two or three key brand building theories. The poster will support your report and demonstrate your ability to fuse theory with a relative approach to branding.

You can use visual images and other means to illustrate your main suggestions (note: if using images from the internet you must demonstrate that these images are not protected by copyright).

Criteria for Assessment

Demonstrate a breadth of knowledge and detailed understanding of the key criteria in the global brand
management.

Critically analyse branding strategies over geographic boundaries and their application to Aquascutum. “This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk “

Analyse relevant branding theories to support the recommendations for Aquascutum’s branding strategy into a new market.

Identification of which brand elements to adapt and which to retain and well justified selection again justify your choices.

Develop a coherent and well-presented report within specified word limit.

Convey your recommendations creatively using a poster.