Brand management/ brand audit
The Assessment Task
This assessment requires you to conduct a Brand Audit for a brand of your choice.
i) Using a variety of information sources, provide a concise account of the brand’s current external and internal situation (brand exploratory and brand inventory Keller & Swaminathan (2020) Chapter 9) concluding with a SWOT analysis and key brand challenges summary.
ii) Make both strategic and tactical recommendations for maintaining and building brand equity over the next three years.
iii) Include a 1-page brand plan summary in appendix 1 (choice of two formats) Use report format that includes the following content: External brand audit: macro, customer and competitor analysis (20%)
Internal brand audit: financial, brand strategy, visual identity, brand tactics review (20%)
SWOT and Key Strategic Challenges summary (10%) Strategic and tactical recommendations for improving brand performance (25%) I page brand plan (15%)
Professional/academic quality: report format, professional presentation and you should fully reference your report using Harvard style and include word count on your front sheet (10%)
The word limit for this assessment is 2000 words
In accordance with the Assessment and Feedback Policy, where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%.
Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.
In line with the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.
Learning Outcomes On successful completion of this assessment, you will be able to:
Subject-Specific Knowledge, Understanding & Application
a) Explain and make connections between key principles and concepts within brand management that create and sustain brand equity over time.
b) Coherently collate, explain and critically analyse sources of applied data and academic literature appropriate to the study of brand management.
c) Apply appropriate models and frameworks in the analysis and evaluation of selected brand practice.
d) Convey an argument in a clear and coherent form, using relevant conceptual and practical information in the field of brand management.
Employability & Changemaker Skills
f) Investigate real brand issues, evaluate alternative strategies and tactics and propose solutions to the identified problems.
