Marketing Management Case study

the essay is about Michel et Augustin Cookies, case study from INSEAD

Statement and justification of the brand identity you would create to target the segment(s).
Guidance:
1-? Make clear decision, so e.g. if you recommend a new brand name, or different identity to the current one, describe and illustrate what you recommend.
2-? Justification of your choice is critical.
3-? Use theories/frameworks offered in products and brands lecture to support your points.

Kindly use this book as a refreance ( principles and practice of marketing- David Jobber and Fiona Ellies- Chadwick 7th Edition ) chapter 9
and use the below article

Communicating brand
personality: are the web sites
doing the talking for food SMEs?
Robert Ankomah Opoku
Division of Industrial Marketing and e-Commerce,
Lulea University of Technology, Lulea, Sweden
Russell Abratt and Mike Bendixen
Nova Southeastern University, Ft Lauderdale, Florida, USA, and
Leyland Pitt
Simon Fraser University, Burnaby, Canada