BTEC HND in Business

Assignment Brief

RQF Unit 41 Brand Management

Unit level 5

Unit code F/508/0600

Guided learning hours 60

Term Start Date 20th November 2017

Hand out date w/c 20th November 2017

Submission Deadline 18th February 2018

Lectures & Formative Assessments 10 Weeks

Module Leader Dalton Vincent

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This document is the product and property of the UK College of Business and Computing and therefore may not
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whatsoever, without prior expressed written permission. This statement is for the attention of students, staff
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 Assignment title Brand Management

Word count Approximately 4000 words in total

Purpose of this assignment

The assignment is designed and structured to assess students understanding of brand management. It explores a
range of tools and techniques that can be employed to maximise brand value, while looking at a number of case
studies that contextualise information within real-world examples to aid understanding of how effective brand
management can be achieved.

The assignment is split into two sections

Section 1 will test for general understanding of branding and building brands and

Section 2 will be an assessment and evaluation of real brands, how they are managed and general overview of
approaches to valuing brands.

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Assignment

Section 1
LO1: Demonstrate an understanding of how a brand is built and managed over time.

Scenario
Imagine you work for a successful marketing firm in the City and your firm has been approached by a well-known
celebrity seeking help with developing a successful brand. The client has posed a series of questions which you have
been asked to answer in an informal report that is fully referenced.
What is a brand?
Why is branding an important marketing tool?
What does brand equity means?
How is a brand differs from a product?
What are the key elements of a strong brand?
How to manage and develop a brand over time?
What are the main challenges developing a brand?

Word count: Approximately 1000-1200 words

Kindly use the marking guide to see how you can achieve pass, merit and distinction

Section 2

LO2: Analyse how brands are organised in portfolios and how brand hierarchies are built and managed

LO3: Evaluate how brands are leveraged/extended over time domestically and internationally

LO4: Evaluate techniques for measuring and managing brand value over time.

Select two popular brands amongst the top ranking brands from Interbrand’s Best Global Brands 2017
http://interbrand.com/best-brands/best-global-brands/2017/ranking/.

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Write an article for publication in the Marketing Week magazine on your selected brands.

In your article you will analyse;

The brands’ portfolio strategy
The management hierarchy of the two brands (corporate, umbrella, family, product and endorsed sub
brands)
The brands equity management using the CBBE model

You will also evaluate how the strength of the brands are leveraged and extended at domestic and global level
In your evaluation you will cover;
Extension approaches and strategies of both brands
Ways by which the brands are reinforced and revitalised
Collaboration and partnerships with each brand

Lastly and you will evaluate the different techniques that is used for measuring and managing brand value. You are
to cover;
Brand measurement techniques in relation to both brands
Brand equity audit and tracking techniques of the selected brands
Various approaches to valuing brands

Word count: Approximately 3000 words

Kindly use the marking guide to see how you can achieve pass, merit and distinction

Pass Merit Distinction

LO1 Demonstrate an understanding of how a brand is built and

managed over time
P1 Explain the importance of
branding as a marketing tool and
why and how it has emerged in
business practice.
P2 Analyse the key components of a
LO1 - 4
D1 Provide a critical evaluation that
is supported by justified evidence
M1 Evaluate how brands are
demonstrating a comprehensive
managed successfully over time
understanding of branding within
using application of appropriate
an organisational context.
theories, models and concepts.

successful brand strategy for

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 building and managing brand M2 Apply appropriate and
equity. validated examples within an
organisational context.

LO2 Analyse how brands are organised in portfolios; how brand

hierarchies are built and managed

P3 Analyse different strategies of M3 Critically analyse portfolio

portfolio management, brand management, brand hierarchies
hierarchy and brand equity and brand equity using appropriate
management. 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 of
managed collaboratively and in different techniques used to
partnership both at a domestic and leverage and extend brands.
global level.
LO4 Evaluate techniques for measuring and managing brand value
over time

P5 Evaluate different types of M5 Critically evaluate application of

techniques for measuring and techniques for measuring and

managing brand value using managing brand value in relation to

specific organisational examples. developing a strong and enduring

brand.

Academic Misconduct’ Statement:

‘Academic Misconduct’ is a term used to describe a deliberate attempt by a student to take unfair
advantage over other students to undermine the quality, standards and credibility of the programmes
and qualifications offer by UKCBC. Academic Misconduct includes: plagiarism; collusion; falsification;
replication; cheating; bribery; and impersonation. A student suspected of Academic Misconduct will be
investigated by the College and appropriate action will be taken.

‘Contract Cheating’ Statement:

‘Contract Cheating’ is defined by the Quality Assurance Agency (QAA) as occurring when, “a third party
completes work for a student who then submits it to an education provider as their own, where such
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input is not permitted.” Such third party companies have become known as ‘essay mills’, and it is the
responsibility of students to avoid contact and association with such third party companies throughout
their entire period of study. A student suspected of Contract Cheating will be investigated by the College
and appropriate action will be taken.

Glossary of commonly used academic words

Account for Give reasons for: explain why something happens.

Analyse Examine something in very close detail and from a number of

angles. Identify the important points and chief features, and
understand their relationships.

Argue Present a case for and against a proposal or statement and present
your own opinion at the end.

Compare Show how two or more things are similar.

Contrast Look at two or more things and draw out differences. State
whether the differences are significant.

Critically evaluate Weigh arguments for and against something, assess the strength of
evidence on both sides.

Define Give the exact meaning of.

Describe Give a detailed account of the main features or characteristics ...

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 Discuss Write about the most important characteristics of something. Give
arguments for and against, look at it from a variety of
perspectives.

Distinguish Identify the differences between two items.

Evaluate Assess the worth or usefulness of something. Use evidence to

support your opinion.

Examine Look at something in detail. You may be expected to 'critically

evaluate' it as well.

Explain Make it clear why something happens or why it is the way it is.

Identify Recognise name and briefly describe something.

Illustrate Use examples to further explain or justify something. Could be

visual or verbal.

Interpret Explain the meaning or significance of information or data that

you are presenting.

Justify Provide evidence that supports an argument or idea.

Outline Give only the main points, show only the main structure.

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 Prove Present evidence in a logical structure to support an argument for
a point of view.

Review Survey and comment on the key aspects of something or a range of

things.

State Give the main features clearly and simply.

Summarise Draw out the main points, omitting detail and examples.

To what extent… How far is something true, or contributes to a final outcome. Also
how far is it not true? In academic writing the answer is usually
somewhere in the middle.

Trace Describe the development of something; follow the order of

different stages in an event or process.

Adapted from Cottrell.S.(2003) The Study Skills Handbook. Basingstoke. Palgrave.

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