ICON COLLEGE OF TECHNOLOGY AND MANAGEMENT

Pearson BTEC HND in Business (RQF)

Unit 41 Brand Management

Session: September 2018

Programme title TNA67 Pearson BTEC HND in Business

Unit number and title Unit 41 Brand Management

Unit Type Optional

Assessor (s) Mr Marvin Peart, Dr Mahnaaz Siddiqui

Issue Date 5 October 2018

Final assignment
7-12 January 2019
submission deadline

14-19 January 2019

Late submission deadline The learners are required to follow the strict deadline set by the College
for submissions of assignments in accordance with the BTEC level 4–7
submission guidelines and College policy on submissions.

Resubmission deadline TBA

Formative feedback will be available in class during the semester.

Feedback Final feedback will be available within 2 weeks of the assignment
submission date.

 The work you submit must be in your own words. If you use a quote or an
General illustration from somewhere you must give the source.
Guidelines  Include a list of references at the end of your document. You must give all
your sources of information.
 Make sure your work is clearly presented and that you use correct grammar.
 Wherever possible use a word processor and its “spell-checker”.

Internal verifier Dr Gilbert Zvobgo

Signature (IV of the

gilbert@iconcollege.ac.uk Date 3/1018
brief) *
Assignment Brief – continued

ICON College of Technology and Management

Pearson BTEC HND in Business (RQF)
Unit 41: Brand Management (L5)
Session: September 2018
Coursework
Recommended Word limit: 3,500–4,500
(You will not be penalised for exceeding the total word limit)

This Unit will be assessed by individual assignment. You are strongly advised to read the
“Preparation guidelines of the Coursework Document” before answering your assignment.

ASSIGNMENT

Assignment Context and Business Scenario

Individual Consultancy Work

You have been hired as marketing consultant by a UK-based organisation of your choice that is
currently thinking of strengthening its brands to increase its market share. Due to your long
experience of consulting on branding for global organisations, they would like you to advise them on
how they could manage their brands successfully. You are required to write an informal business
report for the Senior Management team to aid understanding of how effective brand management
can be achieved.

What you must do

The following issues are required to be carried out:

LO1 Demonstrate an understanding of how a brand is built and managed over time.
To demonstrate your understanding of branding, explain the importance of branding as a marketing
tool and why and how it has emerged in business practice. You should evaluate how brands are
managed successfully over time using application of appropriate theories, models and concepts.

Using your chosen organisation, analyse the key components of a successful brand strategy for
building and managing brand equity. You should apply appropriate and validated examples within
the context of your chosen organisation

LO2: Analyse how brands are organised in portfolios; how brand hierarchies are built and
managed.
Using your chosen organisation, analyse different strategies of portfolio management, brand
hierarchy and brand equity management. You should critically analyse portfolio management,
brand hierarchies and brand equity using appropriate theories, models and frameworks.

LO3 Evaluate how brands are leveraged/extended over time domestically and
internationally.
Using your chosen organisation, evaluate how brands are managed collaboratively and in
partnership both at a domestic and global level. Critically evaluate the use of different techniques
used to leverage and extend brands.

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Assignment Brief – continued

LO4 Evaluate techniques for measuring and managing brand value over time.
Your client organization would like to know how to manage a brand if they succeed in launching
one. You are required to evaluate different types of techniques for measuring and managing brand
value using specific examples from your chosen organisation. You should critically evaluate
application of techniques for measuring and managing brand value in relation to developing a strong
and enduring brand.

To further demonstrate your understanding of brand management, you should provide a critical
evaluation of the issues covered in LO1-LO4 that is supported by justified evidence demonstrating a
comprehensive understanding of branding using examples from your chosen organisation.

Assessment Criteria
Pass Merit Distinction
LO1 Demonstrate an understanding of how a brand is built and LO1-LO4
managed over time
D1 Provide a critical evaluation
P1 Explain the importance of M1 Evaluate how brands are
that is supported by justified
branding as a marketing tool managed successfully over evidence demonstrating a
and why and how it has time using application of comprehensive understanding
emerged in business practice. appropriate theories, models of branding within an
P2 Analyse the key and concepts. organisational context.
components of a successful M2 Apply appropriate and
brand strategy for building and validated examples within an
managing brand equity. organisational context.
LO2 Analyse how brands are organised in portfolios; how brand
hierarchies are built and managed
P3 Analyse different strategies M3 Critically analyse portfolio
of portfolio management, brand management, brand
hierarchy and brand equity hierarchies and brand equity
management. using appropriate theories,
models and frameworks.
LO3 Evaluate how brands are leveraged/extended over time
domestically and internationally
P4 Evaluate how brands are M4 Critically evaluate the use
managed collaboratively and in of different techniques used to
partnership both at a domestic leverage and extend brands.
and global level.
LO4 Evaluate techniques for measuring and managing brand
value over time
P5 Evaluate different types of M5 Critically evaluate
techniques for measuring and application of techniques for
managing brand value using measuring and managing
specific organisational brand value in relation to
examples. developing a strong and
enduring brand.
Relevant Information

Guide to student

1. Preparation guidelines of the Coursework Document

a. All coursework must be word processed.
b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
c. The assignment should be in a formal business style using single spacing and font size 12.
d. Standard and commonly used type face such as Arial should be used.
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Assignment Brief – continued

e. All figures, graphs and tables must be numbered.

f. Material taken from external sources must be properly referenced using the Harvard
referencing system.
g. You should provide references using the Harvard referencing system (including the Power
Point Presentations).
h. Do not use Wikipedia as a reference.

2. Plagiarism and Collusion

Any act of plagiarism or collusion will be seriously dealt with according to the College
regulations. In this context the definition and scope of plagiarism and collusion are presented
below:

Plagiarism is presenting somebody else’s work as your own. It includes copying information
directly from the Web or books without referencing the material; submitting joint coursework
as an individual effort.

Collusion is copying another student’s coursework; stealing coursework from another

student and submitting it as your own work.

Suspected plagiarism or collusion will be investigated and if found to have occurred will be
dealt with according to the College procedure. (For details on Plagiarism & Collusion
please see the Student Handbook)

3. Submission
a. Initial submission of coursework to the tutors is compulsory in each unit of the course.
b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to
make sure the similarity index for their assignment stays within the College approved level. A
student can check the similarity index of their assignment three times in the Draft
Assignment submission point located in the home page of the ICON VLE.
c. All Final coursework must be submitted to the Final submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final
submission.
d. Any computer files generated such as program code (software), graphic files that form part
of the coursework must be submitted as an attachment to the assignment with all
documentation.
e. Any portfolio for a unit must be submitted as a hardcopy to the Examination Office.
f. The student must attach a tutor’s comment in between the cover page and the answer in the
case of Resubmission.

4. Good practice
a. Make backup of your work in different media (hard disk, memory stick, etc.) to avoid distress
due to loss or damage of your original copy.

5. Extension and Late Submission and Resubmission

a. If you need an extension for a valid reason, you must request one using an Exceptional
Extenuating Circumstances (EEC) form available from the Examination Office and ICON
VLE. Please note that the tutors do not have the authority to extend the coursework
deadlines and therefore do not ask them to award a coursework extension. The completed
form must be accompanied by evidence such as a medical certificate in the event of you
being sick.
b. Late submission will be accepted and marked according to the College procedure. It is noted
that late submission may not be graded for Merit and Distinction.
c. All Late coursework must be submitted to the Late submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final
submission.
d. Only one opportunity will be given for reassessment (resubmission) will be permitted and the
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Assignment Brief – continued

assessment will be capped at Pass for the unit. In addition, no resubmission will be allowed
in any component of the assessment for which a Pass grade or higher has been achieved.
e. Repeat Units – A student who has failed to achieve a Pass in both Final/Late submission
and in the Resubmission must retake the unit with full attendance and payment of the unit
fee. The overall unit grade for a successfully completed repeat unit is capped at Pass for
that unit. Units can only be repeated once.
6. Submission deadlines
Submission deadlines Online to the ICON College VLE
Final Submission date: 7-12 January 2019
Late Submission date: 14-19 January 2019

Glossary:

Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each
part with arguments and evidence for and against (Pros and cons). Break something down into its
components; examine factors methodically and in detail to recognise patterns by applying concepts
and making connections to predict consequences.

Apply: Use a particular method/technique to solve a problem

Critically analyse: Separate information into components and identify characteristics with depth to
the justification.

Demonstrate: Provide several relevant examples or related evidence which clearly support the
arguments you are making. Show knowledge and understanding.

Explain: Make your point clear by providing sufficient detail.

Evaluate: Examine in detail the meaning or essential features of a theme, topic or situation; break
something down into its components; examine factors methodically and in detail, identify separate
factors, say how they are related and how each one contributes to the topic to make reasoned
judgements and conclusions. Review the information then bring it together to form a conclusion.

Critically evaluate: Make a judgement taking into account different factors and using available
knowledge/experience/evidence where the judgement is supported in depth.

Provide: Make available