2160 Brand and Media Management CW1 Brand Audit |University College Birmingham

2025/26 ASSIGNMENT REMIT – DOCUMENT UPLOAD 

Brand and Media Management ASSIGNMENT TASK:

As a Brand Manager you are tasked to undertake a Brand Audit to improve brand equity for a brand in the United Kingdom.

MARKING CRITERIA:

Below are the marking criteria that align with both the task(s) set and the quality of your document.  Clear weightings/marks will be noted for each criterion.  
The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.

TASK AND DOCUMENT FORMAT GUIDANCE:

Choose ONE brand case study provided by your lecturer and carry out a Brand Audit to determine the brand equity of your chosen brand

1. Clear introduction, provide an overview of the brand and explain the contents of the report.
   
   
2. 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. 
   
   
3. 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. 
   
   
4. 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. 
   
   
5. Investigate the role of celebrity endorsements and events in building brand equity.
   
   
6. Conclusion - summarise how the findings from the brand inventory and exploratory (3 and 4 above) have determined the brands position.
   
   
7. Submit your work in Microsoft Word format. Use the Harvard Referencing system 25-26 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. 
   •    Focus on attention to detail, quality of work and overall academic standards.  
   •    Specific Guidance for this assignment (include guidance on each task and the format of the document):
   ●    For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

E-SUBMISSION GUIDANCE:

●    This assignment will require you to submit your work by uploading a document in Word or PDF format to Canvas. Please follow this online guide on document submissions and contact the DICE team at dice@ucb.ac.uk if you need any further support.

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.

●    The Learning Outcomes assessed by this assignment are: 
I.    Assess the influence of branding on decision making
II.    Evaluate a digital brand by conducting a brand audit to assist in brand planning

ACADEMIC SKILLS OUTCOMES:

●    The Academic Skills Outcomes to be developed by completing this assignment can be found here.
●    For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.