ASSIGNMENT BRIEF

QUALIFICATION UNIT NUMBER AND TITLE

PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) 41. BRAND MANAGEMENT (LEVEL 5)
INTERNAL VERIFIER UNIT TUTOR
MARIAM QASIM BEENISH NAWAZ
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
MONDAY, 26 AUGUST 2019
TH MONDAY, 2 DECEMBER 2019
ND MONDAY, 16TH DECEMBER 2019

ASSIGNMENT TITLE MANAGING AND MEASURING BUSINESS EXCELLENCE

LEARNING OUTCOME AND ASSESSMENT CRITERIA

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
M1 EVALUATE HOW BRANDS ARE MANAGED
MARKETING TOOL AND WHY AND HOW IT HAS
SUCCESSFULLY OVER TIME USING APPLICATION OF
EMERGED IN BUSINESS PRACTICE.
APPROPRIATE THEORIES, MODELS AND CONCEPTS.
P2 ANALYSE THE KEY COMPONENTS OF A
M2 APPLY APPROPRIATE AND VALIDATED
SUCCESSFUL BRAND STRATEGY FOR BUILDING AND
EXAMPLES WITHIN AN ORGANISATIONAL CONTEXT.
MANAGING BRAND EQUITY.
LO2 ANALYSE HOW BRANDS ARE ORGANISED IN PORTFOLIOS; HOW BRAND HIERARCHIES ARE BUILT AND
MANAGED
LO1 - 4
M3 CRITICALLY ANALYSE PORTFOLIO
P3 ANALYSE DIFFERENT STRATEGIES OF D1 PROVIDE A CRITICAL EVALUATION THAT IS
MANAGEMENT, BRAND HIERARCHIES AND BRAND
PORTFOLIO MANAGEMENT, BRAND HIERARCHY SUPPORTED BY JUSTIFIED EVIDENCE
EQUITY USING APPROPRIATE THEORIES, MODELS
AND BRAND EQUITY MANAGEMENT. DEMONSTRATING A COMPREHENSIVE
AND FRAMEWORKS.
UNDERSTANDING OF BRANDING WITHIN AN
LO3 EVALUATE HOW BRANDS ARE LEVERAGED/EXTENDED OVER TIME DOMESTICALLY AND
ORGANISATIONAL CONTEXT.
INTERNATIONALLY
P4 EVALUATE HOW BRANDS ARE MANAGED M4 CRITICALLY EVALUATE THE USE OF DIFFERENT
COLLABORATIVELY AND IN PARTNERSHIP BOTH AT TECHNIQUES USED TO LEVERAGE AND EXTEND
A DOMESTIC AND GLOBAL LEVEL. BRANDS.
LO4 EVALUATE TECHNIQUES FOR MEASURING AND MANAGING BRAND VALUE OVER TIME
M5 CRITICALLY EVALUATE APPLICATION OF
P5 EVALUATE DIFFERENT TYPES OF TECHNIQUES
TECHNIQUES FOR MEASURING AND MANAGING
FOR MEASURING AND MANAGING BRAND VALUE
BRAND VALUE IN RELATION TO DEVELOPING A
USING SPECIFIC ORGANISATIONAL EXAMPLES.
STRONG AND ENDURING BRAND.

SUBMISSION FORMAT
THE SUBMISSION IS IN THE FORM OF AN INDIVIDUAL REPORT AND AN ESSAY.

THE REPORT AND ESSAY SHOULD BE WRITTEN IN A CONCISE, FORMAL BUSINESS STYLE USING SINGLE SPACING AND FONT STYLE CALIBRI AND SIZE 11. 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. THE
RECOMMENDED WORD LIMIT IS SPECIFIED .
ASSIGNMENT SCENARIO AND GUIDANCE

SCENARIO

The purpose of branding is to simply and easily help your customers understand what you offer and how you’re different. But
it’s not only a USP (unique selling proposition), it is the combination of all the ways you communicate what you stand for.

Study the contemporary business market and the brands they have to offer. Research a wide range of brands and their
competitor brands from different industries.

TASK 1 - (LO1 AND LO2) - GUIDANCE

In a report, give an overview of brands and how they are developed. Enhance your answer with examples from a variety of
organisations. What is brand equity; explain the role of marketing in building brand equity and brand positioning; stress the
importance of branding for organisations, consumers and intermediaries. How do organisations develop and grow brand
equity? Select one of the organisations from your market research, and evaluate the brand equity of chosen organisation, using
appropriate models and theories. You might have to conduct a market survey to get an objective understanding of the
perception of this brand. Design a survey to cover more than one age-group and socio-economic class. Analyse the results of
your survey.

Analyse in detail the key components of a successful brand strategy for building and managing brand equity. Based on your
analysis of results, review the brand strategies available to grow this brand and recommend the most appropriate for this
organisation. Conclude by critically evaluating the importance of branding and how brands are built over time, with reference to
your selected organisation.

Define and explain the terms portfolio management, brand hierarchy and brand equity management, and analyse the different
strategies available for each. Critically analyse the strategies being used by your organisation within each of these concepts.
TASK 2 - (LO3 AND LO4) – GUIDANCE
Produce an essay based on your study of the contemporary brand market. Evaluate how brands are managed collaboratively
and in partnership both at a domestic and global level. You will have to conduct secondary research of the successful and
unsuccessful examples of brand alliances locally and internationally, generating a critical and comparative evaluation of the
techniques that led to the fate of these ventures. Recommend the different techniques that could have been used to leverage
and extend one of the unsuccessful ventures from your examples, adapting good practices from the successful ones.

Identify how a brand’s performance can be measured and evaluated, using examples of researched organisations. Further,
analyse which of these are strong brands. How can measuring and managing strategies/techniques help an organisation to
promote an enduring brand (use more than one organisation for examples). Critically evaluate the application of these
strategies with reference to these organisations.

EVIDENCE CHECKLIST SUMMARY OF EVIDENCE REQUIRED BY STUDENT

TASK 1 Report (2500 words)
TASK 2 Essay (2000-2500 words)

Essential Content
 LO1 Demonstrate an understanding of how a brand is built and managed over time

Building brands:
 Present an overview of brands and how they are developed, the use of the brand pyramid.
 The advantages of branding for organizations (producers), consumers and intermediaries.
 What is brand equity?
  How do organisations develop and grow brand equity?
 The role of marketing in building brand equity and brand positioning and techniques.

 Managing a brand over time:

 How to strengthen brand equity, brand extensions, reinforcing and revitalising brands through
innovation.

 Overcoming brand crisis, transmedia branding and specific communication strategies for recovering
and restoring a brand.

 Interacting with customers: exploiting converging technologies to engage customers

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

Portfolio and hierarchy management:

 Brand portfolio strategies, including the house of brands and branded property models.
 Hierarchy building: corporate branding, umbrella branding, family branding, endorsed sub brands
and individual product branding.
 How brand equity is built at different levels of the hierarchy.
 Using the customer based brand equity model to develop and manage brands.
 The use of market research as a key brand management tool.

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

Brand extension and leverage:

 Brand extension approaches and strategies.
 ‘Fit and leverage’ in brand extensions.
 Determine the different ways that brands can be reinforced and revitalised.
 Brand collaborations and partnerships.
 Global branding and positioning.
LO4 Evaluate techniques for measuring and managing brand value over time

Measuring and managing brand value:

 Different brand measurement techniques for measuring brand awareness, market share, consumer
attitudes and purchasing intent.
 Brand equity audit and management and brand tracking techniques.
 The relationship between branding and finance.
 The concept of brand value and different approaches: cost, market based and financial based
methods to brand valuation.