HE Assessment submission

Academic year 2018/19

Assignment number: 1 of 1 Student name:

Assignment name: Brand Management Student ID/number:

Module number and title: Unit 41 – Brand Fit to sit declaration
Management
F/508/0600 I confirm that I am fit to sit this assessment.
Module coordinators name: Ambrish
Joijode Student signature...........................................
Assignment set by: Candice Enanulele Date......................

Assessor name/names: Candice Enanulele Date stamp;

Assignment issue date:
Group A – 24/10/2018
Group B – 28/11/2018
Group C – 26/09/2018

Submission due date:

Group A – 15/02/2019
Group B - 15/02/2019
Group C - 15/02/2019

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the author (published or unpublished) has been clearly identified, attributed to others, fully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..........................

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 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...................

Assessor/invigilator name. Assessor/invigilator 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

Provisional Grade ........ ..........……………..Tutor’s signature...............................

Date............................
Note this grade is provisional until agreed by the Examination Board
Assessor Feedback related to grading criteria:

Areas for Improvement:

Action:

Student’s Comments: What grade are you aiming for:

Feedback received from Lecturer: Yes/No Date:___________

Student signature;_________________________

Date of resubmission (where required)

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 Assignment Brief and Guidance

The companies selected for research: Nestle,

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.

Activity 3 (500 words)

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.

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Assessment Criteria

Learning Outcome Pass Merit Distinction

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

Recommended Resources

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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.

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