An investment fund is considering which brands to invest in from the company pai

An investment fund is considering which brands to invest in from the company
pairs below:
• Gym Shark vs Sweaty Betty
• Planet Organic vs Holland and Barratt
• Dogs Trust vs Cats Protection
They sense that IMC is important to brands but don’t fully understand how it
works. They have commissioned you to undertake research into one of these
pairs and report your findings, with visual evidence. Specifically, your report must
address the following:
• An overview of IMC and the value it brings to organisations (20 marks)
• Analysis and evaluation of the degree to which each company has utilised
Integrated Marketing Communications (IMC) in the UK market since 2020.
Which of them has been more successful, and why? (40 marks)
• Assessment of how the brands have built reciprocal relationships with UK
customers since 2020.They have instructed you to use Keller’s Customer
Based Brand Equity Model or Aaker’s Brand Equity Model to illustrate this.
(30 marks)
• Academic practice appropriate to level 5 (structure, spelling, grammar,
layout, referencing, etc.,).
chosen company: • Planet Organic vs Holland and Barratt