Strategic Brand Management

Assessment Rules for Candidates

Individual Assignment

1. Aims & Objectives

Branding is fast becoming recognized as “the” management philosophy and a critical
agenda in corporate excellence. For years branding was predominant in fast moving
consumer goods markets and today it has delineated to all other typologies of business
markets.

The main aim of this course unit module “Brand Management” is to provide the students
with sufficient strategic and tactical insight into the process of branding and also to
introduce to the bigger functions of Strategic brand management.

Executive MSc. In Strategic Marketing

1. Individual Assignment

For the purpose of this assignment, you are required to select a Brand of your choice,
preferably a B2C Brand and write a REPORT as the Brand manager to Marketing
Manager covering the following areas.

Task One:
1.1 Brand Audit

Conduct a brand audit covering the following areas;

Brand Inventory:
 Owner of the brand
 History of the brand
 Products/Services offered under this brand
 Positioning of the brand
 Brand Elements (names, URLs, logos, symbols, characters, slogans, jingles,
packaging)
 Distribution (where is the brand available?)
 Competitors (include market share and other relevant facts and figures)
 Approximate value of the brand (include revenues, profitability, budget, etc.)

Brand Exploratory (Brand Awareness/Associations based on consumer reports,

consumer groups, discussion group web sites, magazines, newspapers/ you are not
required to conduct primary research

1.2 Critically evaluate brand’s current status and identify key issues and challenges
the brand currently facing

(40 Marks)

TASK 2: Brand Planning

Develop a comprehensive brand plan to build brand equity an overcoming the key issues;

2.1 Strategic Recommendations to overcome the identified issues. Provide

justifications for your recommendations. (You are required to use the knowledge of
theoretical concepts in providing the recommendations: Eg: Brand Positioning Model,
Brand Resonance Pyramid, Brand Value Chain etc)

Executive MSc. In Strategic Marketing

2.3 Design marketing mix in relation to the above plans incorporating the
following;
- Product Strategy
Ex: Improvements for Perceived quality, After marketing etc using Product
Onion Model)
- Pricing Strategy
Suggest changes to Pricing strategy based on your recommendations / Eg:
Premium pricing, Penetration, Price Skimming Etc)
- Channel Strategy
Changes to Direct and Indirect Channels/ Exclusive or Selective distribution
etc)
- Integrated Marketing Communications (IMC)
You are required to give special attention to developing IMC (advertising and
promotion, interactive marketing, events and experiences, and digital and
mobile marketing)

(60 Marks)

Notes to the Assignment

Task 1 & 2
Word count; Min 2500 – Max 3000

(Excluding Appendices and References)

2. Page Layout for Task 01 & 02

• Margins: 1” from each side (Left/Right/Top/Bottom)

• Paper size: A4
• Orientation: Portrait
• Decorative borders, shading and other effects (including decorative clip art) should not be
used anywhere in an assignment including the cover page.
• The typeface (font) used in the text should be 12 point Times New Roman and for headings
14 point Times New Roman.
• Lines spacing should be 1.15 spaced
• Use footer on every page including the title page and contents page (if used). The footer
should contain the following information only:

Executive MSc. In Strategic Marketing

 • Student ID (left justified; i.e. aligned to the left margin) and page number (right justified;
i.e. aligned to the right margin).
• Do not bind the assignment.
• Submit the Complete Assignment & CD secured in a flat file.
• Provide a word count for each task.

3. Cover Page

Include only the following information:

Module Name / Study Center /Student No

4. Soft copy of Assignment

• Soft copy of the Assignment in a CD in PDF format only. One File per Assignment (Zip
all the Tasks into one file)

• Name the file Eg. STRATEGY-Student No

• Write the Module Name/Student No /your name & contact number on the CD.

5. General Requirement

• Students who registered for the module can submit the assignment on the given
deadline.
• Students should follow lectures for at least six classes to be eligible to carry out the
assignment. Any assignment which does not fulfill the above criteria will be rejected in
assignment marking process.
• The last date for acceptance of this assignment is September the 28th (Friday) 2018
before 5.00 pm by paying the normal submission fee of Rs: 3000. Students who fail to
submit on the given deadline will be granted with an extended deadline, October 30th
2018 ( Friday) upon bearing a penalty charge Rs:8000.
• Assignments will not be accepted after the last date of acceptance under any circumstances.

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Executive MSc. In Strategic Marketing

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Executive MSc. In Strategic Marketing