Branding People, Places and Spaces
Assignment Brief
MARK11033
Branding People, Places and Spaces Assignment 2019/20
The Brief
“The King`s Theatre in Glasgow has an exclusive business opportunity to partner with a company looking to engage a family audience and create brand awareness, plus other tailored partnerships
With a history spanning over 50 years, the King’s Theatre pantomime is an iconic part of Christmas in Glasgow. Stars including Stanley Baxter, Gerard Kelly, Karen Dunbar, and Gavin Mitchell have all graced the stage to entertain families in classics titles such as Sleeping Beauty, Cinderella and Snow White. Pantomime at the King’s is a festive tradition for many families in the city and beyond.
The run up to panto is the busiest period in the Theatre calendar. More than 80,000 customers come through the theatre’s doors during the 63 performances and so preparation is key.
The King’s Theatre has an exclusive business opportunity to partner with a company looking to engage a family audience, create brand awareness and join in the panto fun. This year’s Pantomime is ‘Jack and the Beanstalk’.
This could involve:
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Social media collaboration
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Client and corporate hospitality
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A staff discount to your teams
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A chance to meet with the stars of the show, backstage tours
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An exclusive brand mention in our script.
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Opportunities to work with our audience
We are looking forward to creating something innovative with a business partner and are happy to work on new ideas. With an extensive audience reach and great business engagement, this is a great chance to work with the King’s Theatre through our most exciting time of year.”
Assignment
You should (in groups of 4) act as the company who wish to partner with the King’s Theatre. You should take the position that your company is a branding agency who represents a real brand (e.g. Irn Bru) that you think would offer the most appropriate partnership with the King’s Theatre brand and the pantomime audience.
In your groups you should complete 2 interrelated assessments:
|
Type of Assessment |
Description |
Weight |
Dates |
|
Live Pitch |
15 minutes (group with individual element) |
40% |
29 November 2019 (in class) |
|
Proposal |
3,500-4000 words (group) |
60% |
13 December 2019 17.00 via turnitin |
Part 1 - PITCH
Prepare a 15 minute pitch (with slides). This pitch will be delivered to lecturers from the university and should include your key findings from the project (40% of overall mark)
| Assessment Criteria(and what each section should include) | Weighting (%) |
| BackgroundRelevant background information provided about King’s Theatre, associated theatre brands, competitors, Glasgow’s pantomime history, customer baseEvidence of background reading, reference to academic theory and industry materials to support your discussion | 30% |
Brand Partnership and Implementation
|
50% |
| Professionalism of groupEvidence of preparation and organisation as a group Quality of slides (and any other aids provided) | 10% |
|
Individual presentation (each student will receive an individual mark for this) Evidence of individual preparation and participation Delivery of presentation |
10% |
Part 2 - PROPOSAL
A written group proposal 3,500-4000 words (excluding executive summary, references and appendices) worth (60% of overall mark)
| Assessment Criteria(and what each section should include) | Weighting (%) |
| Background Information: Prepare a background report on the King’s Theatre brand (and the associated brands within the organisation).Consider country of origin effects and the benefits of the arts, theatre and pantomime to communities.Competitor analysis (Brand image/identity, strengths and strategies, vulnerabilities)Conduct a critical analysis of the existing King’s Theatre brand identityDisplay an understanding of the current King’s Theatre ‘pantomime’ audience (trends, motivations, unmet needs, segmentation) | 25% |
| Brand Partnership information: Suggest relevant brand(s) for partnerships (justified by relevant academic theory and industry evidence).Discussion of the benefits of co-branding and brand alliances/associations with the chosen brandDiscussion as to how this brand innovation can contribute to revitalising and refreshing the King’s Theatre brand | 25% |
| Implementation: Provide a plan which includes indications of key activation points, publicity, social media activity, sponsorship opportunities, brand mention in script and other innovative ideasDetailed discussion of how data, insights and measurement | 40% |
|
|
|
Overall presentation of submitted work Presentation of the final report (illustrated with images and presented in a professional, eyecatching way to industry standard) |
10% |
Sample Answer
Brand Partnership Between Irn-Bru and King’s Theatre Glasgow
Executive Summary
This proposal outlines a strategic brand partnership between Irn-Bru, Scotland’s most iconic soft drink, and King’s Theatre Glasgow, one of the city’s most established cultural venues. The collaboration aims to enhance the theatre’s festive pantomime season through co-branding, creative engagement, and shared values rooted in Scottish humour, tradition, and community spirit. The partnership will be built around the 2020 production of Jack and the Beanstalk, integrating Irn-Bru into theatre experiences through innovative social media campaigns, exclusive backstage events, and promotional tie-ins. The project seeks to strengthen both brands by combining Irn-Bru’s widespread recognition with the King’s Theatre’s emotional and cultural appeal.
Background Information
The King’s Theatre Brand
Established in 1904, the King’s Theatre Glasgow is part of the Ambassador Theatre Group (ATG) and has been a cornerstone of Scotland’s performing arts scene for over a century. Known for its classic architecture and festive pantomimes, the theatre is deeply woven into Glasgow’s cultural identity. Its annual Christmas pantomime attracts more than 80,000 visitors over 63 performances, becoming an essential family tradition for locals and tourists alike.
The King’s Theatre brand stands for heritage, community, and entertainment, but it also faces challenges common to long-established institutions: maintaining relevance with younger audiences, keeping up with digital engagement trends, and competing with newer entertainment platforms such as Netflix, Disney+, and immersive experiences like Winter Wonderland Glasgow.
The Scottish Pantomime Tradition
Pantomime holds a unique place in Scottish popular culture. It blends comedy, music, and audience participation, appealing to all ages. Glasgow’s pantomime scene has become a family ritual, with celebrities such as Karen Dunbar and Gavin Mitchell bringing local flavour and familiarity. The tradition also generates significant seasonal revenue for theatres and surrounding businesses.
Competitor Analysis
King’s Theatre competes with Theatre Royal Glasgow, Pavilion Theatre, and Edinburgh Playhouse, all of which attract similar audiences during the Christmas season. However, King’s differentiates itself through its strong local identity and longstanding association with pantomime. The brand’s vulnerability lies in its limited digital footprint and reliance on seasonal attendance peaks.
Brand Partnership Information
Why Irn-Bru?
Irn-Bru is a uniquely Scottish brand, instantly recognisable by its orange hue, playful tone, and slogan “Scotland’s Other National Drink.” Owned by A.G. Barr, Irn-Bru appeals to families and younger demographics alike. The brand’s witty, irreverent marketing style complements the humour, warmth, and nostalgia of the King’s Theatre pantomime experience. Both brands celebrate Scottish culture while offering feel-good escapism, a perfect foundation for co-branding.
Benefits of Co-Branding
The partnership aligns with Keller’s Brand Equity Model, which emphasises shared associations, resonance, and meaning transfer. By linking with Irn-Bru, the King’s Theatre can inject youthful energy and broaden its audience reach. Conversely, Irn-Bru gains emotional and cultural legitimacy by associating with an established heritage brand.
From an Aaker Brand Identity perspective, Irn-Bru’s personality (fun, cheeky, irreverent) complements King’s Theatre’s emotional benefits (joy, nostalgia, family connection). Together, they create a synergistic brand narrative rooted in Scottish pride and celebration.
Continued...
