Read a summative assessment(of your choice) for this module. Ensure you read the summative assessment information in full.
Summative Assessment Overview.
Deconstruct a brand, understating the role played by the constituent brand elements, critically analysing how these integrate and function together to create value and a competitive advantage for an organisation
Apply relevant frameworks, models, tools and techniques to analyse the positioning and performance of a brand in the market
Critically evaluate pathways for growth so as to develop a brand that is optimally designed, catering to the needs and aspirations of consumers, and engineered for expansion into new market segments and geographic territories
Leverage principles stemming from the SDG’s, (notably goals 8, 9 and 12) so as to balance the commercial imperative of strategic brand development with broader societal and environmental concerns.
The summative assessment brief is as follows:
Consider a brand that you feel has under performed in recent years. This need not be a major brand, but it does need to have a commercial presence in the Business to Consumer market and, for your own sake, you should be able to find a reasonable amount of information to make your case.
This information might include a history of the brand, corporate financial statements reflecting current performance, etc. You need not conduct primary research for your summative assessment, although any primary data (e.g., findings from interviewing a relevant brand manager) may obviously be used to add value to your report.
You are not restricted to the UK market, but do heed the guidance above with respect to the accessibility of information. It is strongly recommended that you do some background research prior to deciding on a particular brand. If in doubt, please liaise with your tutor.
As a rough guide, you will be expected to address the following in your report:
Discuss the profile of the brand, including relevant market statistics to indicate its current standing in the market. Be sure to include mention on key sources of brand equity (LO a).
Key sources of brand equity:
Brand awareness – brand awareness, brand recognition and brand recall
Brand Image – Strength of Brand Associations, Favourability of Brand Associations, Uniqueness of Brand Associations
This is in the week 2 lecture PowerPoint
Now discuss the individual brand elements that collectively form the constituent components of the brand (LO a).
Brand elements – brand names, URLs, logos and symbols, characters, slogans, jingles, packaging and critique of brand element options
This is in the week 4 PowerPoint
Explore the brand positioning in its current form, noting points-of-parity and points-of-difference (LO b).
Identifying and establishing brand positioning (basic concepts, target market, nature of competition and points-of-parity and points-of-difference).
Brand mantra
Core brand associations
Mental maps
This is in the week 2 lecture PowerPoint
Apply the various layers of Keller’s “CBBE (Brand Resonance) Pyramid” and the dimensions of Kapferer’s “Brand Identity Prism” (LO b).
This is in the week 3 lecture PowerPoint
How does the brand manage relationships with consumers? Does the brand have alliances with other brands (e.g., co-branding, ingredient branding) or people (i.e., celebrity endorsement)?
Is there a specific brand architecture in evidence? (LO b).
Channels of distribution, co-branding, ingredient branding, licensing, corporate trademark licensing, celebrity endorsement, sporting cultural or other events and third party sources
Defining the brand architecture strategy:
Step 1: Defining brand potential
Step 2: Identifying brand extension opportunities
Step 3: Branding new products and services
Brand portfolios (flankers, cash cows and low-end, entry-end or high-end, prestige brands)
Brand hierarchies – level of brand hierarchies (company brand level, family brand level, individual brand level, modifier brand level and product descriptor)
Brand architecture guidelines:
Adopt a strong customer focus
Create broad, robust brand platforms
Avoid overbranding and having too many brands
Selectively employ sub-brands
Selectively extend brands
This is in the week 6 PowerPoint
How does the brand track and measure performance over time? Be sure to discuss suitable metrics which are used, or may be used, by brand managers (LO b).
Brand audits, brand inventory, brand exploratory (preliminary activities, interpreting qualitative research and conducting qualitative research),
Designing brand tracking studies (what to track, how to conduct tracking studies and how to interpret tracking studies),
Rajagopal’s 5 A’s of brand metric
Brand charter.
This is in the week 7 PowerPoint
With a view to making strategic recommendations for the way forward, why do you surmise the brand has not performed at its best?
You may refer to issues such as intensity of competition, scandals involving the brand, lack of resources, etc (LO c).
Critically and systematically discuss how best your brand should address the deficiencies unearthed in your analysis, stating what you believe to be pertinent strategic recommendations.
Consider new products and brand extensions in your response. You should also aim to recognise and incorporate any insights from SDG’s 8, 9 and 12 that might moderate purely commercial objectives in growing and developing your brand (LO c & d).
