BEM2033 Brands and Branding INDIVIDUALASSIGNMENTGUIDELINE2024/25

ModuleleaderDrNataliiaPysarenko

Contents

ASSIGNMENTTOPIC2

OVERVIEW2

Wordslimit2

Deadline2

Rubrics(groupofcriteriaformarking)2

AssignmentKeyWords2

Style3

Referencing3

ASSIGNMENTSTRUCTURE3

Content3

AIdeclaration3

Introduction(around150words)4

BrandAudit(around1,000words)4

BrandDevelopmentStrategy(around1,500words)4

BrandPerformance&Metrics(around450words)5

Conclusion(around150words) 5

ASSIGNMENT TOPIC

Chooseabrandandcriticallyevaluateitscurrentbrandingstrategies.Applyingappropriatebrandconceptsandtheoriescoveredinthecourse,proposewithjustificationbrand`sfuturedevelopment.

OVERVIEW

Thisassessmenttestsyourabilityto:

• Useappropriatetheories,modelsandframeworks,ideasand
• Applytheoryintopracticeinordertocriticallyanalyseandevaluatedifferent
• Developandjustifybrandmanagementandcommunication
• Beinnovativeandcreativewhilstremainingrootedinmarket,competitive&company
• Writing,researchandindependentstudyskills.

Wordslimit.

Word limit:3,250words (+/- 10%) ContributiontoModuleMark:100%

Deadline.

Deadline:2thMay2025,3pm online submission

Rubrics (group of criteria for marking):

• Structure20%:Adherencetostructure,Flowofplan,Word/pagecount
• Theory30%:Sourcequality,Scopeofunderstanding
• Criticalthinking30%:Independentthinking,Analysis&argument
• Style10%:Writingstyle,Visualpresentation,Spelling&grammar
• Reference 10%:APAreferencinggeneral,APAreferencingvisuals

AssignmentKeyWords:

• Develop
• Recommend
• Justify
• Evaluate
• Explain
• Identify

Style

You should follow a report style, i.e., you shoulduse appropriate headings and subheadings. Please avoid using first-person writing. Bearing in mind that it is a 3,250 assignment, you are encouraged toincorporate diagrams, visuals, appendicesto support your thoughts (please, pay attention appendices are not marked). This will enhance the articulation of your creative and strategic ideas.

Referencing

You should reference every source of information (theory, concepts, ideas, figures, all the numbers, etc.) you use (with no exception!) using the APA 7th edition style of referencing.

PleaserefertoAPA7^threferencingstylehttps://www.citethemrightonline.com/article?docid=b-9781350928060&tocid=b-9781350928060-american-psychological-association-apa-7th-edition.

ASSIGNMENT STRUCTURE

Content

Thisassignmentcontains5compulsorypartsandAIdeclaration(seetheformonELE2Moduleassessment).

Assignmentmarkedasawhole.Therearenosinglemarksforthepartsoftheassignment.

Thetotalmarksavailableinthisassignmentis100.

Theoverallwordcountlimitis3,250(+10%)words.Recommendedwordcountforeachpart:

• Introductionis150
• BrandAuditis1000
• BrandStrategyDevelopment1500
• Brandperformanceandmetricsis450
• Conclusionis150words

There is no penalty for being under or over the wordcount in each section. However, 3,250 (+10%) words is the MAXIMUM wordcount for the whole paper.

AIdeclaration

This summative assessment is AI-Supported.Please,addsignedAIdeclaration(inAppendix)asacoversheetforyourassignment

Introduction (around 150 words):

Inthisfirstpartyoushouldprovideabriefintroductionofthebrandanditsmarketcontext:

• Companyandbrandname,countryoforigin
• Brandoverview Targeted Audience, MainProduct (service) range, key geographical markets. Please, specify, if necessaryoneparticularmarketyouwillbeanalysing.

If you have chosen a foreign brand that you think the examiners might be unfamiliar with, you might choose to provide further clarification either in the assignment or as an appendix.

BrandAudit(around1,000words):

Inthispart,youshouldprovideacriticalevaluationofthebrandanditscurrentbrandingstrategies.

Youareexpectedtoapplyrelevanttheories/frameworksintopracticeandinamannersuitabletothe brand of your choice and its context.

Youshouldconductbothpartsofbrandaudit:brandinventoryandabrandexploratory.

• BrandInventory.Withregardstobrandinventory,youshouldverballyandvisuallyprofile theproduct(s)and/orservice(s)ofyourchosenorganisationexplainingwithjustificationhow they are marketed and branded(including brand identity and brand positioning,communication strategy). Strongtheory supportis needed.
• BrandWhenitcomestothebrandexploratory,yourevaluationshouldbebased onsecondary research datagathered from publicly available sources which should be appropriatelyreferenced.Youshoulddemonstratebrandsperformanceoneachlayerofthe Brand Equity Pyramid model (from the consumers perspective).
• Problem/opportunity justification. At the end of thissection,you shouldjustifyclearly whatis the problem that the brand faces, and/or the opportunity that the brand should capitaliseon. It is important to place this problem and/or opportunity on the Brand Equity Pyramid Model in order to provide solid foundation for the next part.

In light of lack of available secondary dataor in order to provide additional evidence to support your arguments(inthenextpart),youmightchoosetoconductyourownprimaryresearchtounderstand the brands current performance with its target customers. Primary research data collection techniques you might want to employ could be for example a simple questionnaire or a focus group (or both) depending on the type of data you seek to gather. Please note that conducting your own primaryresearchisNOTarequirementaslongasyouprovidesufficientsecondarydataasevidenceto support your arguments.

Ifyoudochoosetoconductyourownprimaryresearch,youshouldincludeaparagraphinwhichyouexplainthe methodology followed, and briefly outline details such as sample selection and data analysis techniques.

BrandDevelopmentStrategy(around1,500words):

This is the most important part of your assignment. In this part, you should apply one (or more depends on you) suitable concept(s) / framework(s) covered in the module in order to take the brand forward. This will depend on the problem and/or opportunity that you have identified in the previous section.

• Brand objectives.Set the objectivesof your brand development strategy. What will it try to achieve?Youshouldmakesurethatyouconnecttheseobjectiveswithmeasurableandtimelytargets(for example: increase brand awareness by 10% in 6 months from launch of the campaign etc.).
• Brand strategy.Based on market, competitive and company conditions, you are free to use appropriate concepts / frameworks in order todevelopa brand development strategy.
• Communication strategy.Developcommunication strategyto deliver your chosen brand strategy in support of your objectives. Justify your choice. Evaluate how key findings from previous section are converted into your recommendations.

• Messagestrategy
• Creativestrategy

Be innovative andcreativewhile ofcourse explainingyourrecommendations inconjunctionwiththe previous sections. You do NOT have to use everything covered in the module, only the concept(s) / framework(s) you think appropriate and suitable to your case and in relation to the strategy you recommend.

Pleasenotethatanemphasisshouldbegivenonqualityanddepthofanalysisinsteadofquantityand breadth of coverage of concepts / frameworks.

BrandPerformance&Metrics(around450words):

Inthispart,youshouldidentifymetrics that should be used to evaluate in the future the effectiveness of your proposed brand development strategy.

Thus, in this part, you should recommendhow you plan to monitor and evaluate, in the future, whether or not your strategy has achieved the brand development objectives (mentioned in the previoussection), i.e.howyouplanto assesswhetherornot themeasurableandtimely targetshave been achieved.

Conclusion(around150words):

In this final part, you should summarise your brands future development - problem/opportunity, recommended strategy, key tools to deliver strategy and key metrics for evaluation.