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Brands and Branding Assignment

The document outlines an assessment for analyzing and proposing strategies for a major consumer brand. It includes choosing a brand and writing about its evolution, analyzing its positioning and strategy using frameworks, describing environmental challenges, and proposing a brand purpose and how it could benefit the brand long-term within a 2500 word limit.

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Shaikh Ghassan Abid
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32 views3 pages

Brands and Branding Assignment

The document outlines an assessment for analyzing and proposing strategies for a major consumer brand. It includes choosing a brand and writing about its evolution, analyzing its positioning and strategy using frameworks, describing environmental challenges, and proposing a brand purpose and how it could benefit the brand long-term within a 2500 word limit.

Uploaded by

Shaikh Ghassan Abid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Brands and Branding Assignment

Assessment brief
1. Choose a major consumer brand (the choice is yours)
2. Drawing on your own research from secondary sources, write up an account of the
brand’s evolution over its lifetime to the present day (25 marks).
3. Analyse the brand’s positioning and strategy using relevant frameworks e.g. Keller’s
6 brand elements (25 marks).
4. Describe the environmental factors that in your opinion present the most pressing
challenges to the brand over the coming 20 years (15 marks)
5. Using Kotler and Sarkar’s framework (from Capsule 6), outline a programme for
brand activism through which the brand might assert an overriding moral,
environmental and/or social purpose (25 marks)
6. Explain how this brand purpose might benefit the brand in the long term (10
marks).

Assessment guidelines:
All questions must be answered. The word limit for the entire report is 2500 words
excluding references and appendices.
Please note that all questions do not carry the same marks, and the space and detail you
devote to each question should be divided proportionately.
There is no specified structure, and there is no requirement for an introduction or executive
summary. However, a brief introduction summarising the key conclusions is permitted if you
choose to have one, Please note that if you do, the introduction (and title) are included in
the word limit, so, if you wish to have an introduction, then you will have to keep the entire
work within the world limit by not using up all the suggested word limits for each of the six
questions.
As a suggestion, you could use this rough word limit guideline for each of the 6 components:
Suggested word limit proportionality:
1. Choose a major consumer brand (the choice is yours) 100 words
2. Drawing on your own research from secondary sources, write up an account of the
brand’s evolution over its lifetime to the present day (25 marks). 500 words
3. Analyse the brand’s positioning and strategy using relevant frameworks e.g. Keller’s
6 brand elements (25 marks). 500 words
4. Describe the environmental factors that in your opinion present the most pressing
challenges to the brand over the coming 20 years (15 marks) 500 words
5. Using Kotler and Sarkar’s framework, outline a programme for brand activism
through which the brand might assert an overriding moral, environmental and/or
social purpose (25 marks)500 words
6. Explain how this brand purpose might benefit the brand in the long term (10
marks). 400 words

Bear in mind that the choice of brand is yours so this work could cover a wide variety of very
different contexts depending on the sector and the nature of the brand. You may choose
any sector you wish, product, service, charity or non-profit.
Note that if you choose a more well-known global brand it might prove easier for you to
complete this assessment because there is likely to be more publicly available information
on well known brands than on obscure ones.
You are expected to draw on the knowledge and understanding you have gained in the
capsule and this should be reflected in your analysis of this brand.
Use citations, Harvard style, to academic papers where relevant. However, given that this
assessment has a practical emphasis, it is likely that practitioner and trade press pieces and
non-academic secondary sources may be more relevant.

Marking Rubrics:
Pass level (40% +)
To achieve a pass level of response, candidates should
1. Respond coherently to each of the six questions
2. The level of English should be sufficiently competent for the meaning to be
understood
3. There should be some reference to the use of secondary sources to support factual
assertions, particularly for the response to questions 2, 3 and 4
4. Question 3 should use Keller’s 6 point brand elements framework or a similar
framework
5. The account of environmental factors for question 4 does not have to use standard
SWOT or PEST frameworks (but may f you choose to use them) but it should offer a
list of relevant factors with some explanation where necessary
6. Question 5 should apply Kotler and Sarkar’s framework (explained in Capsule 6) as
required
7. There should be evidence of some understanding of the frameworks applied

Good Pass (50% +)


For a ‘good pass’ (50% +) responses should fulfil the criteria for pass, and in addition:
1. The writing should be clear, fluent, and relevant to each question
2. The secondary sources should be used to support factual assertions plausibly.
3. The account of the brand’s evolution over time for question 2 should be succinct yet
with sufficient detail to demonstrate a fair depth of investigation.
4. The account of the brand’s positioning and strategy for question 3 should apply the
relevant frameworks with some evidence of understanding
5. The account of environmental factors for question 4 should demonstrate a fair depth
of investigation that is relevant to the chosen brand
6. Question 5 should plausibly apply Kotler and Sarkar’s framework and demonstrate a
fair level of understanding and insight
7. There should be citations to at least two academic sources and several non-
academic sources

Very Good Pass (60% +)


1. The writing should be very clear, fluent, and clearly relevant to each question
2. The secondary sources should be used to support factual assertions plausibly to
construct convincing arguments.
3. The account of the brand’s evolution over time for question 2 should be succinct yet
with sufficient detail to demonstrate a thorough depth of investigation of secondary
sources via search engines or library sources.
4. The account of the brand’s positioning and strategy for question 3 should apply the
relevant frameworks with strong evidence of understanding to include an awareness
of wider issues in the chosen market and sector
5. The account of environmental factors for question 4 should demonstrate a good
depth of investigation that is relevant to the chosen brand
6. Question 5 should plausibly apply Kotler and Sarkar’s framework and demonstrate a
strong level of understanding and insight
7. There should be citations to at least three academic sources and several non-
academic sources

Excellent pass (70% + )


1. The writing should be very clear, fluent, insightful, and clearly relevant to each
question
2. The secondary sources should be used to support factual assertions very plausibly to
construct convincing arguments.
3. The account of the brand’s evolution over time for question 2 should be succinct yet
with sufficient detail to demonstrate a very thorough depth and scope of
investigation of secondary sources via search engines or library sources.
4. The account of the brand’s positioning and strategy for question 3 should apply the
relevant frameworks with very strong evidence of understanding and insight to
include an awareness of wider issues in the chosen market and sector
5. The account of environmental factors for question 4 should demonstrate a very good
depth of investigation that is relevant to the chosen brand
6. Question 5 should plausibly apply Kotler and Sarkar’s framework and demonstrate a
very strong level of understanding and insight
7. There should be citations to at least four academic sources and several non-
academic sources

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