Brand Management CW1
G003
SummativeAssessment1DetailsBrandReportWeek11.docx
Summative Assessment 1 – Coursework 1 (50%)
Deadline Week 11 (29th November 2021) Brand Creation Report
Create and justify the brand identity for a sub-brand sitting within the hierarchy of your chosen corporate or family brand.
Write a BUSINESS REPORT of approximately 2,000 words (effectively using the appendices, to support your report)
You may choose from one of the three brands below:
Missoni
Skull Candy Headphones
Absolut Vodka
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Brand Audit
Comprehensive Brand audit illustrating current brand position Target audience identified Current Brand Elements identified Market analysis Market Gaps identified Overall conclusion as to strength of the brand
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25 |
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Use of theory to support your analysis
Appropriate level of theory including brand models, academic thought to underpin both the brand audit and the sub brand development.
Brand building models (Keller/Kapferer) Brand Architecture Brand elements and their requirements Colour, font theory Etc……. |
20 |
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Development of a Sub-Brand which will sit within the existing Portfolio
Creation of a sub-brand sitting under the master / family brand including development of new brand elements · Development of sub brand idea including target audience · Changes to existing brand elements to communicate new image / personality etc and justification of new elements · Discussion and justification of the new sub-brand’s role in the overall portfolio
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25 |
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Use of Data to underpin your Decision Making
Appropriate Data used in both the brand audit and the development of the sub brand to support your conclusions and justify your sub-brand decision
· Market, consumer, company and competitive data used appropriately · Detailed analysis of the data to justify your sub- brand strategy |
20 |
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Presentation The presentation marks will be awarded for discursive ability, layout and referencing You must submit in a BUSINESS REPORT format |
10 |
