Critically evaluate pathways for growth so as to develop a brand that is optimally designed, catering to the needs and aspirations of consumers, and engineered for expansion into new market segments and geographic territories

Summative Assessment

There is one summative assessment for this module. Please ensure you read the summative assessment information in full.

Module Details: Strategic Brand Management
Assessment Title: Strategic Brand Audit
Assessment Type: Report
Time/Length: 3300 words

An appendix is allowable but should be limited to a few pages at most. No critical information should be contained in the appendix.

Formatting and Presentation: It is expected that students will submit well-structured and professionally formatted documents with accurate Harvard referencing. Work will be penalised if the standard of English, numeracy or presentation adversely affects the quality of the work.

Penalties will be applied where the submitted work excessively exceeds the word count, or where the work fails to acknowledge sources.

Summative Assessment Overview.

Your report will demonstrate your ability to:

⦁ Deconstruct a brand, understating the role played by the constituent brand elements, critically analysing how these integrate and function together to create value and a competitive advantage for an organisation

⦁ Apply relevant frameworks, models, tools and techniques to analyse the positioning and performance of a brand in the market

⦁ Critically evaluate pathways for growth so as to develop a brand that is optimally designed, catering to the needs and aspirations of consumers, and engineered for expansion into new market segments and geographic territories

⦁ Leverage principles stemming from the SDG’s, (notably goals 8, 9 and 12) so as to balance the commercial imperative of strategic brand development with broader societal and environmental concerns.

The summative assessment brief is as follows:

Consider a brand that you feel has underperformed in recent years. This need not be a major brand, but it does need to have a commercial presence in the Business to Consumer market and, for your own sake, you should be able to find a reasonable amount of information to make your case.

This information might include a history of the brand, corporate financial statements reflecting current performance, etc.

You need not conduct primary research for your summative assessment, although any primary data (e.g., findings from interviewing a relevant brand manager) may obviously be used to add value to your report.

You are not restricted to the UK market, but please do heed the guidance above with respect to the accessibility of information.

It is strongly recommended that you do some background research prior to deciding on a particular brand. If in doubt, please liaise with your tutor.

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