Professional Documents
Culture Documents
Unit 41 - Brand Management Assignment Brief
Unit 41 - Brand Management Assignment Brief
Academic conduct
Work submitted for assessment must be your own, if authorship is misrepresented this may be
considered to be academic misconduct. Academic misconduct can be considered to be any act
whereby a candidate seeks to obtain an unfair advantage for themselves or another candidate. The
penalties for academic misconduct can be serious. Examples of academic misconduct (not
exhaustive) are as follows;
Plagiarism; defined broadly as the unacknowledged use of the work of another person. Including
words, images, artwork, computer generated work (including Internet sources), thoughts,
inventions and/or discoveries whether published or not.
Fabrication; falsification of results or evidence, for example, experiments, interviews,
observations or other forms of empirical research and investigation.
Collusion; working collaboratively with others in the preparation or production of material
submitted for assessment where not explicitly permitted by programme documentation.
Misrepresentation; falsification of degree of participation or responsibility for shared work
submitted for assessment.
Authenticity declaration
I have read the above and confirm that the work submitted is my own. All material for which I am not
the author (published or unpublished) has been clearly identified, attributed to others, fully
acknowledged and reference made to the original sources. I understand that the College has the
right to submit my work to further checks for originality if deemed necessary.
Student
signature.............................................................................................................................................
Date..........................
Page 1 of 5
I am unwell and/or have been affected by unforeseen circumstances [delete as appropriate]
during or immediately prior to this assessment or examination. However I choose to continue to take
this assessment or examination and I have drawn this to the attention of the
assessor/invigilator.
Student signature...............................................................................................................................
Date...................
Submission arrangements
• All work for submission must be signed in using the assignment submission log
• All written assignments must be submitted using TurnItIn
• Attach the first page of the Turnitin report to the submitted work
Action:
Student signature;_________________________
Page 2 of 5
Assignment Brief and Guidance
Activity 1
You have been asked to submit the first part of the business report that addresses the following:
(P1). An explanation of the importance of branding as a marketing tool, why and how it has emerged
in business practice You will need to use examples and evaluate how brands are managed
successfully over time using appropriate theories, models and concepts.
(P2) An analysis of the key components of a successful brand strategy for building and managing
brand equity providing appropriate and validated examples within an organisational context.
(P3) An analysis of different strategies of portfolio management, brand hierarchy and brand equity
management with a critical analysis of the portfolio management, brand hierarchies and brand equity
using appropriate theories, models and frameworks.
Activity 2
Your line manager has read your report and found it to be very informative. Now he/she wants you to
continue with the final part of the report which must include the following:
(P4) An evaluation of how brands are managed collaboratively and in partnership both at a domestic
and global level. You should aim to critically evaluate the use of different techniques used to
leverage and extend brands. You must relate these to your chosen organisation
(P5) An evaluation of different types of techniques for measuring and managing brand value using
specific organisational examples. Include a critical evaluation of the techniques for measuring and
managing brand value in relation to developing a strong and enduring brand.
Conclude your report by providing a critical evaluation that uses justified evidence to demonstrate a
comprehensive understanding of branding within the selected organisation.
Submission Format:
The submission for each of the report is in the form of an individual written report. The recommended
word limit is 3,000-3,500 words, although you will not be penalised for exceeding the total word limit.
This should be written in a concise, formal business style using single spacing and font size 12. You
are required to make use of headings, paragraphs and subsections as appropriate, and all work
must be supported with research and referenced using the Harvard referencing system. Please also
provide a bibliography using the Harvard referencing system.
Page 3 of 5
Assessment Criteria
Recommended Resources
Page 4 of 5
AAKER, D. (2011) Brand Relevance: Making Competitors Irrelevant. 1st Ed. San Francisco: Jossey
Bass.
KAPFERER, J. (2012) The New Strategic Brand Management: Advanced Insights and Strategic
Thinking. 5th Ed. London: Kogan Page.
KELLER, K (2015) Strategic Brand Management: Global Edition. 4th Ed. Harlow: Pearson.
WHEELER, A. (2012) Designing Brand Identity: An essential guide for the whole branding team. 4th
Ed. Holboken NJ: Wiley and Sons.
Page 5 of 5