| Category |
Assessment |
Subject |
Management |
| University |
University of the West of England |
Module Title |
UMMDVB-15-M Brand Management in a Digital World |
| Type of assessment |
Individual Written Proposal |
| Assessment Title |
Business Proposal Strategy |
| Word Count |
1500 words |
Completing Your Assessment
You may be thinking about what you are required to do for this assessment. Please read the following breakdown, which showcases the components and breakdown of what is required for this assignment.
What am I Required to do on this Assessment?
The Task
As a brand management consultant, you are tasked with composing a 1500-word proposal for a company of your choice, addressing the current challenges the organisation faces whilst proposing a strategic solution. You are encouraged to choose a brand within an industry that you would like to work in, already work in, or are familiar with. Prior to embarking on this assessment, it is imperative that you consult with the module leader to validate your chosen organisation. This preliminary step ensures that your focus is both relevant and sufficiently narrowed to meet the module's objectives.
Layout
Please note: This layout is only a guide and should be modified to suit your own report.
Section 1: Cover Page (Not included in the Word Count)
- Your cover page should include your title, student number, the module name, the module code and the total word count.
Section 2: Table of Contents (Not included in the Word Count)
Section 3: Introduction (approx.. 100 words)
- Briefly introduce and explain the scope and purpose of this report to garner a better understanding of the current situation. Please do not just outline the chosen topics.
Section 4: Chosen Organisation (approx. 150 words)
- Provide a snapshot through background research of your chosen organisation and discuss how their marketing initiatives, specifically their products/services, are being marketed to customers. Provide insights into the strategies that are employed to promote the brand of your choice and how this stands out concerning their competitors.
Section 5: Brand Identity, Values, Positioning and Personality (approx. 300 words)
- Illustrate the organisation’s brand identity prism, elucidating how their core values and market positioning influence consumer perception. Critique the brand personality, noting any present challenges, and propose enhancements to better resonate with the target demographic.
Section 6: Semiotics and Visual Identity (approx. 150 words)
- Evaluate the role of semiotics in branding, specifically how your chosen organisation employs their branding communications. Discuss and explore how their visual identity across their platforms contributes to their overall brand perception.
Section 7: Brand Communications and Brand Culture (approx. 250 words)
- Analyse the brand’s communication tactics, focusing on message consistency and its effect on brand loyalty. Delve into the brand culture, exploring how it reinforces the company's ethos and drives consumer engagement, and the strategic marketing of this culture to foster community and rapport. Provide insights into how your company of choice yields consumer experiences.
Section 8: Brand Strategies, Brand Architecture and Brand Equity (approx. 250 words)
- Discuss what strategies the brand employs in their brand communications. Provide an understanding of the structure of brands that are associated with your company of choice and how they differentiate themselves through employing segmentation, targeting and positioning. Lastly, define and apply brand equity models to your chosen organisation.
Section 9: Tangible Aspects of Branding (approx.. 200 words)
- Delve into the impact that tangible branding elements, such as packaging and design, have on shaping consumer perceptions. Your exploration should consider how these physical attributes not only reflect the brand's identity but also communicate its values and promises to consumers. Packaging, as the first touchpoint of physical interaction, plays a critical role in attraction and retention, while thoughtful design can enhance usability and strengthen brand affinity. Provide an analysis of how these tangible elements influence consumer behaviour, from initial impressions to the decision to purchase.
Section 10: Conclusion (approx.. 100 words)
- Recap the key findings from the report and employ recommendations that the company should follow.
Section 11: Reference (Not included in the Word Count)
- Please ensure that you list all sources cited in the report in alignment with UWE Bristol Harvard.
Module learning outcomes assessed by this task:
- Demonstrate a critical understanding of how brands convey meaning to customers. (MO1)
- Identify and evaluate the components of a brand. (MO2)
- Synthesise appropriate theory to create an effective brand strategy. (MO3)
