Brand Management Mid-Term Assessment Brief | UEL

Purpose of this assignment  

The  purpose  of  this  assignment  is  to  enable  you  to  develop  and  then  demonstrate  your  awareness  and understanding of relevant brand management issues by using material covered in the module and from your own research and reading.  

Specific learning outcomes for the coursework assessment, as detailed in the module specification, are to enable you to: 

• Demonstrate a comprehensive knowledge and understanding of branding in strategic context 
• Demonstrate a comprehensive knowledge and understanding of the multi-faceted role and function that brands fulfil for organisations and consumers
• Critically apply theoretical concepts and analytical methods of addressing challenges associated with brand management and maximising brand potential 

Requirement 

Assignment type: Group Essay of 3000 words (+/- 10%) and Brand Kit (demonstration) + presentation (pdf) to be submitted online via LMS + physcial document.  Writing as a brand management consultant, students are required to develop a brand extension strategy for a business of their choice. 

They are encouraged to choose a brand within an industry that they would like to work in, or that they already work in.  You should use a report style of writing (i.e. breaking the text down into numbered sections and sub-sections) so that your evaluation is clearly signposted. If you are not clear what this means please ask your lecturer.

Lecturer office hours and full resources and database information can be found on the module classroom site

Specific guidelines for students 

In developing your proposal, you should include: 

• Brand Selection: Choose a brand aligned with career aspirations or current engagement. Ensure the brand has a solid market presence.
• Brand Analysis: Analyse the brand's market position, values, and target audience. Identify unique selling propositions (USPs). Evaluate extension opportunities based on market trends and brand values. Explore related and unrelated product/service categories. 
• Market Research: Conduct thorough market research to understand consumer preferences and competitors. Perform SWOT analysis for the existing brand and proposed extension. Frame of references, PODs, POPs.  
• Brand Fit and Consistency: Ensure alignment with the existing brand's core values and image. 
• Risk Assessment: Identify potential risks associated with the brand extension. 
• Financial Feasibility: Evaluate cost, revenue projections, and return on investment. 
• Implementation Plan: Develop a detailed plan with timelines and milestones. 
• Marketing Strategy: Create a comprehensive marketing and communication strategy. 
• Monitoring and Evaluation: Establish mechanisms for ongoing monitoring and evaluation. 

These guidelines empower students to develop a strategic and well-researched brand extension plan, demonstrating their grasp of brand management principles in practical scenarios.