41. Brand Management (level 5)

Qualification

Unit number and title

Pearson BTEC Higher National Diploma in Business (rqf)

41. Brand Management (level 5)

Internal Verifier

Unit Tutor

Date issued

Submission date

Resubmission Date

Assignment Title

Managing and Measuring Business Excellence

Learning outcome and assessment criteria

Pass

Merit

Distinction

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.

Submission Format

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

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. Select one organisation for an in-depth analysis.

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 concept of brand story within the context of selected brand for understanding the importance of branding in achieving strong brand positioning over time justify your argument with comparative brand examples.

• 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 anessay 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 extendone 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 canmeasuring and managing strategies/techniqueshelp an organisationto 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)

Task 3

Presentation, Speaker Notes and Presentation Evaluation. (1500-2000 words)