a) The UK, there are heated debates in the news about the type of Brexit deal the UK will get particularly in relation to the EU Single Market. Taking into consideration the impact of Brexit negotiations and potential agreement, or the lack of it, on inward investments, examine how Brexit is affecting the UK brand as a foreign direct investment destination. In doing this you are required to conduct a brand audit of the UK brand, as a foreign direct investment destination and offer your recommendations.

Relevant news and report:
– http://cep.lse.ac.uk/pubs/download/brexit03.pdf
– https://www.ft.com/content/57f47150-20e4-11e6-aa98-db1e01fabc0c
– http://www.telegraph.co.uk/business/2017/06/29/uk-remains-europes-top-destination-foreign-investment-financial/
– http://uk.businessinsider.com/r-hong-kong-property-investors-go-trophy-hunting-in-london-despite-brexit-2017-8

b) Critically evaluate and audit the brand you selected as per the instructions in relation to brand audit. Conduct a comprehensive research around the brand to capture all the relevant aspects. You may use titles and subtitles, bullet points, graphs, figures, charts or tables where appropriate and in a meaningful way. It is important to link and explain why and how a figure for example is needed in your brand audit.

c) Details of submission procedures:
Your work should be word processed in accordance with the following key guidelines:
• Font style, Lucida Sans, font size 12
• 1.5 line spacing.
• The page orientation should be ‘portrait’
• Margins on both sides of the page should be no less than 2.5 cm
• Pages should be numbered
• Your name should not appear on the paper.