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Managing and Measuring Business Excellence
Unit number and title
Pearson BTEC Higher National Diploma in Business (rqf)
41. Brand Management (level 5)
Learning outcome and assessment criteria
LO1 Explain how brand is built and managed over time with the importance of branding as a marketing tool and why and how it has emerged in business practice.
LO1 - 4
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context.
P1Analyse the key components of a successful brand strategy for building and managing brand equity.
M1 Evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts by giving validated examples within an organisational context.
LO2 Analyse how brands are organised in portfolios; how brand hierarchies are built and managed
P2Analyse different strategies of portfolio management, brand hierarchy and brand equity management.
M2Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally
P3Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.
M3Critically evaluate the use of different techniques used to leverage and extend brands.
LO4 Evaluate techniques for measuring and managing brand value over time
P4Evaluate different types of techniques for measuring and managing brand value using specific organisational examples.
M4Critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand.
The submission is in the form of an individual reportand 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
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. Select one organisation for an in-depth analysis.
Task 1 - (LO1 and LO2) - Guidance
Task 2- (LO3 and LO4)– Guidance
Summary of evidence required by student
Report (2500 words)
Presentation, Speaker Notes and Presentation Evaluation. (1500-2000 words)
The standard price quoted for this coursework is for 3000 words. For custom word count and bespoke written work, contact via Whatsapp, Email: [email protected] or Live Chat.
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