Analyzing an example of cultural branding that engages with
online crowd culture.
Academic Level : Bachelor
Paper details
You must select a company/brand(NOT Google) and analyze it.
1. Introduction: How do you approach this question?
Read Douglas Holt’s article Branding in the Age of Social Media (see
https://hbr.org/2016/03/branding-in-the-age-of-social-media), playing particular
attention to his analysis of Chipotle’s marketing strategy. Develop your own example
and analyse it. If you do not read this article, you will most likely fail.
Briefly outline your understanding of what is meant by the terms ‘cultural branding’ and
‘crowd culture’. Note the bare minimum preparation is to read Holt’s short article.
Students should identify, through their own self-directed reading, additional relevant

You should also introduce how you will be approaching this questioning, providing a
structure for your assignment (clear signposting). A good introduction will also
possess a strong ‘hook’ to grab the reader’s attention and encourage them to read
on. Remember this is your shop window and the markers will assess whether they
are looking at a 70+, average 50 or bad fail based on the quality of the writing in the
introduction. This should be your best work, where each word has been carefully
crafted.
2. Main body of the assignment
This section should be about weighing up the different perspectives of the so called
crowdsourcing and cultural branding. Your arguments should be substantiated, both
theoretically and practically, using a range of pertinent examples. Whatever your
personal opinion, you should try to provide some balanced arguments to show that
you understand a full range of perspectives, perhaps using a stakeholder analysis
framework. You will need to provide references and examples, drawn from the
curriculum and your wider reading, to support your arguments. Tip: it is likely that
your writing is descriptive rather than analytical. Reviewing CeDAS web page
resources on ‘critical analysis’ and using Critical Thinking Skills books from Stella
Cottrell (ebook in library collection) and Tom Chatfield BEFORE you attempt to write
this report will likely boost your grade substantially.
3. Conclusion: What is your overall evaluation? Here you should draw together the
arguments you have presented. There is no particular right or wrong answer, but you
are expected to put across an integrated argument that considers a variety of
viewpoints. This conclusion should be well crafted, as your last words on the topic,
this section should be easy reading (no new ideas introduced) that emphasizes the
key arguments from the body text using a similar but different range of phrases.
4. References
High quality Harvard referencing should be provided in the bibliography, with frequent
in text citations to support each point you make. Remember no bullets and authors
last names appear first. For this assignment, you need to demonstration your wide
engagement with the materials presented to you in Moodle MN2325 and you should
put particular focus on the assigned text books and journal readings, internet
sources should be used only sparingly. This requirement ensures only bona fide
students of the module will be able to address the question.
Marking Criteria
Credibility of data and evidence presented (40%): Evidence of careful selection and use
of veracious, timely and pertinent quantitative data and qualitative expert opinion,
that draws from your module learning journey.
Structure and organisation (20%):
A clear argument is evident. Ideas, concepts and materials are methodically presented.
Carefully considered titles summarize the main point of each section. The
introduction and summary are complete and complimentary and work as an
effective bookend pairing.