2106 CW1 Brand and Media Management Brief, University of Birmingham

Assignment Brief 

This assignment focuses on the critical role that brands play in the success of modern businesses. It explores the increasing significance of brands and the influence of media in the branding process and building and measuring brand equity. 

Task and Document Format Guidance:

• Clear introduction, provide an overview of the brand and explain the contents of the report.
• Provide a definition of the term brand audit. Identify, key concepts from both the firms perspective and that of the consumer and assess how these play a role in building and measuring brand equity and assess how these play a role in building and measuring brand equity. 
• Undertake a brand inventory. This should include a detailed analysis of the brand logo, mission statement, slogans, trademarks, Identify the brand’s value proposition and carry out a competitor analysis. Analyse /examine points of parity and points of difference in their product and or service. Provide an examination of digital brand assets linked to the brand. This should include, social media content such as videos, blog posts, sponsored content, news articles and PR activity. Discuss how media influences the branding process and consumer perception. 
• Conduct a brand exploratory and analyse how customer experiences contribute towards the brands equity. This should include, an examination of 4 key concepts; Brand awareness, Perceived quality, Brand associations, and Brand loyalty. Provide an evaluation of how these factors impact the consumer’s decision-making process. 
• Investigate the role of celebrity endorsements and events in building brand equity.
• Conclusion - summarise how the findings from the brand inventory and exploratory (3 and 4 above) have determined the brands position.
• Submit your work in Microsoft Word format. Use the Harvard Referencing system 24-25 to provide in - text citations in the body of your text and compile a full reference list to support your work.  Following the chronological order above will support you providing structure for your work. 

Learning Outcomes:

• Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.
• Please enter the Learning Outcomes assessed by this assignment: 

• • Assess the influence of branding on consumer decision making
  • Evaluate a digital brand by conducting a brand audit to assist in brand planning