Faculty of Business and Law

Module Title - Managing Brands

Module Code - PGBM147

Module Leader – Kris Woods

Academic Year 2018/2019

Key Information
Length: 4,000 words (+/- 10%). This is a formal word limit and the University policy
on exceeding the word limit will apply.

Format: Report

Weighting 100% of the marks for the module

Submission date: 2pm Monday 17 June 2019

Submission Location: Uploaded onto Turnitin via Canvas

LEARNING OUTCOMES
Upon successful completion of this module, students will have demonstrated

Knowledge:

K1. a critical understanding of branding theories, concepts and strategies and how
these impact on the strategic decisions of organisations.

K2. a critical understanding of the contemporary challenges relating to branding and

brand management.

K3. a critical understanding of the role of branding and the major decisions
confronting managers in the creation of brands and leverage of brand portfolios.

Skills:

S1. development of transferable skills relating to the managing of brands in a

professional context including: communication, creativity and team working.

S2. how to conduct research using relevant journals and business documentation. 3
Submit as a formal business report using appropriate headings.

Task

Part 1 – Literature Review (1,000 words – 30% of the final mark) Define the
concept of branding. Evaluate its importance to contemporary organisations and key
challenges facing brand managers. Underpin insights with guided reading from the
module and your own wider reading.

Part 2 - Applied Branding Task (3,000 Words, students are expected to allocate
the word count appropriately across the two elements)

“For the first time in a century, barred soap is making a comeback in British
bathrooms, emerging as a luxurious, and altogether classier alternative to
bottled soaps.
“Sales of bars of soap are growing faster than both liquid soaps and shower
products, suggesting shoppers are once again warming to them. In the year to
September 2018 supermarket shoppers in Britain spent £68.3 million on barred
soaps, up by 2.9 per cent from £66.4 million in the previous year. It comes
amid a major consumer backlash against unnecessary plastic waste, as
households are searching for more eco-friendly versions of everyday items.”

The Telegraph 6 January 2019

https://www.telegraph.co.uk/news/2019/01/06/barred-soap-back-brits-avoid-plastic-bottles/

You are the Brand Manager at Fairy, in response to the above statement you
have been tasked with the relaunch of a brand extension the aim of which is to
compete with other brands in the hand soap market.

Part 2.1
 2.1.1 Using appropriate theories and concepts undertake a critical branding
audit of the Fairy brand. Include an evaluation of the current branding strategy
and positioning. This should include relevant market performance data to
underpin your evaluation, for example market growth, sales trends,
profitability etc.
 2.2.2. Provide a critical evaluation of the brand’s customers and identify the
key drivers in aligning the brand to preferences of this target group.
(30 % of the final mark)

Part 2.2
Based on your analysis in Part 2.1 and with the underpinning of literature and
relevant theory, prepare a set of recommendations for the launch of a new Fairy
hand soap bar. Consider Objectives, Strategy, Target Market, Marketing Mix, Metrics
and Control.
(40 % of the final mark)
 You must:
 Undertake suitable secondary research into the sector and market using
appropriate secondary sources (non-academic)
 Apply appropriate theory and models to examine the organisation and their
marketplace using suitable academic articles and texts
 Refer to theory and practice in order to support your strategic branding audit
 Further details will be provided in class and on Canvas Assessment section
 Students are expected to reference in accordance with to the university’s
Harvard Referencing system. https://www.citethemrightonline.com/

 SUPPORT: Further assessment guidance will be provided in the modules

lectures and seminars