Brand Marketing Report and Report Writing
The basics of report writing in an academic structure.
Everything needs a beginning, middle and end, everything needs
to be logical.
Need to critically analyse.
Outline
· Title page
· Contents page
· Introduction – what is report about?
· Mid-section of the report- deals
with the key issues under discussion
· Conclusion – can sound repetitive but
that is OK.
· Recommendations (from report
research and findings)
· Bibliography - references
· Appendices – extra research that isn’t
used in report but still needs to refer to part of the report e.g. see appendix
5 – can put results of questionnaires in here
How does
this content break down?
Title page
Institution Name
[Title of Piece]
By
[Insert Name]
BA (Hons.) XXXX
Declaration
Word count:
3000 (10% +/-) doesn’t include abstract/ appendices/ references
Contents page
A list of
all the things you discuss in your report in a chronological order
Don’t do
this manually
Introduction
Overview of
what you intend to discuss.
Keep it
concise.
Discuss key
points of your report and your intended research.
Give a
flavour of what you anticipate your findings/research may extract – will give a
fuller over view of findings in conclusion.
Headers
e.g. 2
Topshop
2.1 Research
findings
2.2 Initial
Analysis
2.3 Current
Brand Positioning
Conclusion
Summing up
of research findings/report intentions; it rounds off the whole piece, touching
on the critical aspects of our discussion.
Must be to
the point and concise.
Recommendations
E.g. Why does
brand have issues?
What if
anything are they doing (need to do) to redress this?
Where is
the brand situation, where do you feel (based solidly on research) does the
brand need to be? E.g. high end, low end
How can the
brand intervene through its current situation; what can it do to change its
fate? (consider market conditions, positioning in market place, consumer
perceptions and so on and so forth)
References
Add all
your long referencing through the Bibliography
Appendices
Used to
relate any information that connects to your essay context but would not be put
in the actual essay itself.
e.g. Sample
of a survey I constructed
A full
quote which attaches to a segment of a quote used in main essay
Basic guide to academic writing
Writing styles – a mixture makes a good report
· Factual writing – states the facts
of the case exactly as they are.
· Descriptive writing – a detailed account
of the characteristics.
· Explanatory – makes things clear and
gives the reasons for them.
· Discursive writing – investigates things
by reasoning or making a reasoned examination.
· Analytical writing – examines complex
things to discover how they work.
Avoid
phrases that add nothing to your meaning or could be replaced by one word e.g.
Due to the
fact that = because
On a daily
basis = dialy
Of a
complex nature = complex
In a
fashion studio situation = in the studio
Voice
Use passive
or active words to avoid using the first person- that is;
· ‘we’ not ‘I’
· passive (‘a concept was selected’)
or active (‘we selected a concept’) ‘An experiment was conducted’ bit ‘I conducted
an experiment”
Pick whichever
sounds more natural and be consistent!!
Tense
· When reporting findings, use the
past tense. E.g. we built and tested a fashion runway.
· When reporting other people’s
research, use the present tense e.g. summer clothes are multi-coloured. –
secondary data.
· When discussing my findings, use the
present tense.
e.g. Smith (2015)
argues that the precise dimensions of any clothing are not crucial. However,
our research showed wide variations in results when the variable was altered
even slightly. We conclude that the correct choice of dimensions is a significant
factor in achieving success with these clothes”
Numbering
Main sections are numbered 1,2,3 with each sub section given
a decimal subdivision. Keep as simple as possible.
What issues might I consider in my report?
Diversity, ethics, sustainability, social media, influencer
marketing.
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