Assessment: Individual portfolio up to 4000 words or equivalent This assignment is to develop either a brand brief for a new brand OR a brand audit and recommendations for a failing brand. The portfolio will comprise of two elements : Individual portfolio up to 4000 words or equivalent Weighting in Portfolio Deadline 1. Individual professional oral presentation for 10 mins (15 slides max) – check your progress (This will allow you to gain feedback for your individual report) (20%) 25/10/2021 by 3pm Week 6: Presentations -28th&29th of October 2021 2. 3,000 word report of the brand brief or brand audit (80%) 7/11/2021 by 3pm Assessment details (1) Individual professional oral presentation for 10 mins (15 slides max) – check your progress. Your Presentation should include the main ideas of your individual written report on which you were working from week 1(2). Your presentation should include: 1. Introduction. 2. Main Body. Here you should cover the following: a. Your ideas around key elements of your individual coursework (e.g. brand promise, segmentation, consumer wants, etc.) b. List and briefly explain the key theoretical concepts which you will address in your individual report. c. List main the sources of your ideas – please reference them in line with Cite them Write. 3. Conclusion: Provide a clear plan for submitting your work on time. This is an opportunity for you to obtain feedback prior to the submission of your main individual report. Module Guide 2021/22 p. 8 (2) An individual written report: of either a Brand Audit, or a Brand Brief – 3000 words max. This element of the assignment portfolio requires you to develop either a brand brief for a new brand OR a brand audit and recommendations for a failing brand. Select ONE of the two options below to write your report: Option 1: Brand Brief As a marketer, develop a new product or service brand and write its brand brief. Design the brand’s logo and present the brand brief and logo in a written report style. You are expected to be creative with a vision, and to conduct comprehensive research to develop a promising, unique yet realistic and applicable brand brief, with clear brand values, target market and realistic and desirable proposition. Here are the suggested sections for the Brand Brief: 1. Core Values The basic fundamentals of the brand. They can be products and services offered, affordability, innovation, integrity, dependability and reliability. 2. Vision The long and short-term objectives of the brand and where promoters see the brand from the current standpoint. 3. Mission The modus operandi (method/approach) and the way forward for the brand to accomplish its vision. 4. Brand Promise The statement made by the brand to its existing and prospective consumers and what they can expect from the products and services offered and how the offerings from the brand will be able to solve their problems. What are the functional, social and symbolic benefits from a customer perspective? 5. Segmentation and Target Audience Use segmentation techniques to define the target audience. Define the set target audience and target market to which the products and services will be offered in order to attain the business goals and objectives. 6. Brand Essence What will the values of the brand be? What personality attributes will it follow? What associations will it have? What imagery will it use? 7. Brand Visual Identity What will the brand name, logo and slogan be? 8. Brand Positioning Module Guide 2021/22 p. 9 What is the unique selling proposition for the brand? What will be the positioning of the brand? Who are the key competitors? Why will you adopt this positioning? Develop a clear rationale in your report. 9. Building the Brand for the Future How will you intend to build brand awareness? What marketing communications strategy will you follow? How will you focus upon user experience? Option 2: Brand Audit Select a brand that has been facing challenging circumstances recently, conduct a brand audit by researching the brand status and offer recommendations into how to overcome the brand challenges and reemphasise the brand position or reposition the brand. Critically evaluate and audit the brand you have selected as per the instructions in the module materials about brand audit. Conduct comprehensive research around the brand to capture all the relevant aspects. Here are the suggested sections for the Brand Audit: 1. The company’s strategic direction a. The company’s objectives b. Business model c. Key alliances/partnerships d. Strategic initiatives and implications for the brand e. Core competencies and Brand Personality 2. Consumer Wants and Needs a. Target market – Demographic, geographic, psychographic and behavioural characteristics. b. Audience size and segmentation c. Targeting wants and needs relative to the category 3. Market definition and attractiveness a. Define the industry or category the brand is in b. Industry size, growth and projected growth c. Industry competitiveness d. Most relevant competitors in terms of market share, salient brand attributes and descriptors, strengths and weaknesses, positioning and brand imagery 4. Current Brand Image a. What is the Brand Known for? b. What brand elements are associated with the brand? (trademarks, subbrands, logos, taglines, etc.) c. Brand attributes/consumer associations d. Points of Parity/Points of differentiation vs. competition Module Guide 2021/22 p. 10 e. Current positioning – taglines, brand visuals/symbols, current advertising campaigns 5. Strategic Brand Recommendations a. Segmentation, targeting and positioning strategy the brand should follow. b. What should the brand promise be? c. What should the visual identity be? d. What communications strategy should the brand follow? e. How can brand trust be built with the customer? Learning outcomes assessed: At the end of this module, students will be able to: Knowledge Develop a critical understanding of the importance of brand, what it means to consumers and society . IC, SID, EID, CID Apply the principles of brand development and management on products, services, corporate, places and ideas. IC, SID, CID Identify and develop strategies to face the global challenges of brand positioning. IC, CID, SID Thinking skills Critically evaluate the concept of brand and develop a holistic and strategic approach in understanding the concept as a platform that pattern marketing activities in time and space. IC, CID, SID, EID, CC Subject-based practical skills Practice creativity in brand design and communication. IC, DP, CID, SID Develop strategies for conceiving ideas, brand constructs, and writing design briefs. IC, DP, CID, SID Skills for life and work (general skills) Diagnose and evaluate managerial responses to given situations and discuss possible strategic solutions. IC, CID, SID, EID, CC Develop time management and communication skills. CID, SID, EID, UGB Module Guide 2021/22 p. 11 Assessment criteria: Provide students with clear information about what they need to do to pass this assessment. Further guidance on writing assessment criteria can be found here. Individual Presentation – Assessment criteria Feedback Weight Actual Mark Ability to follow instructions and professional presentation 40% Clearly outlined ideas of the main report and identification of the main theoretical concepts together with the clear plan of completing the main report on time. 60% The total mark of the Portfolio Individual written report – Assessment criteria Feedback Weight Actual Mark Knowledge, understanding & application of theory 20% Sufficient research and evidence 20% Critical evaluation, problem solving & creativity 20% Quality of discussion, argument & articulation of ideas 30% Presentation, structure & writing skills, and referencing 10% The total mark of the Portfolio Report’s Presentation instructions Your work should be word processed in accordance with the following: • Font style, Calibri, font size 12 • 1.5 line spacing • The page orientation should be ‘portrait ’ • Margins on both sides of the page should be no less than 2.5 cm • Pages should be numbered • Your name should not appear on the script • Your student number should be included on every page Module Guide 2021/22 p. 12 You may use titles and subtitles, bullet points, graphs, figures, charts or tables where appropriate and in a meaningful way. It is important to link and explain why and how a figure, for example, is needed in your brand brief or brand audit. Your word count does not include your table of contents, executive summary, reference list or appendices. You should provide your word count at the front cover of your report. Exceeding the word count may result in a penalty of 5% of your marks for your work. If your work is significantly shorter, then you probably did not provide the level of detail required.
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