2024/25 ASSIGNMENT REMIT – DOCUMENT UPLOAD
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Programme Title
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Business Enterprise FdA/ BA
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Module Title
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Brand and Media Management
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Module Code
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2106
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ASSIGNMENT TITLE
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CW1 Brand Audit
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Level
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5
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Weighting
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50%
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W/C Hand Out Date
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07/10/2024
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Due Date
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By 17:00 on 14/11/2024
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Cut-off Date for Late Submissions (10 working days after the due date)
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By 17:00 on 28/11/2024
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Feedback Post Date
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ASSIGNMENT FORMAT
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FILE UPLOAD (DOCUMENT)
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Essay/Report Format
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Formal Report
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Assignment Word Count
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1500 words
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Submission Format
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e-Submission
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Individual
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ASSIGNMENT TASK:
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.
As a Brand Manager you are tasked to undertake a Brand Audit to improve brand equity for your chosen case study 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.
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1
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Clear introduction, provide an overview of the brand and explain the contents of the report.
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X
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2
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Define the term brand audit.
Identify, key concepts of brand from both the firm’s perspective and that of the consumer and assess how these play a role in building and measuring brand equity.
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10%
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3
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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 compare with key competitors. Examine the 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.
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30%
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4
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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, Brand Loyalty. In discussing these link to Corporate Social Responsibility.
Provide an evaluation of how these factors impact the consumer’s decision - making process.
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30%
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5
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Investigate the role of celebrity endorsements and events in building brand equity.
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10%
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6
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Conclusion – summarise how the findings from the brand inventory and exploratory (3 and 4 above) have determined the brands position.
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10%
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7
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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.
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10%
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TASK AND DOCUMENT FORMAT GUIDANCE:
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 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.
E-SUBMISSION GUIDANCE:
1. 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 on dice@ucb.ac.uk if you need any further support.
LEARNING OUTCOMES:
2. 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.
3. 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
ACADEMIC SKILLS OUTCOMES:
4. The Academic Skills Outcomes to be developed by completing this assignment can be found here.
5. For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.
GENERAL ASSIGNMENT GUIDANCE:
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UCB standards for presenting your written work
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Please use the standards within this link about text size, line spacing, margins, headers, page numbering, embedding quotations within your work and appendices. https://ucbirmingham.instructure.com/courses/26756/pages/presentation-of-submitted-work
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Using Artificial Intelligence (AI) ethically within your assessments
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Please read the information below on how to use AI ethically within your assignments, including Grammarly. Please ask your lecturer or CASE if you are unclear about any information within this link. If a marker has questions about how you have used AI within your assignment, you may be invited to a meeting to discuss your work. https://rise.articulate.com/share/4h250QmyY8hNnsQ9HS7B702dJedhlsM6
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Teamwork Assessment
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Should this assignment require you to work as part of a team, you will receive an individual grade based on your performance and personalised feedback. The assignment brief will provide clear details on how your individual grade and feedback will be determined against the task and marking criteria.
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Importance of Word Count
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Assignment word counts should always be observed. Ignoring a word count significantly increases the risk of your work losing marks because it will likely lack focus and clarity, and/or you would have gained an unfair advantage over others who have completed their work within the word count.
Students will be required to state their word count on all submissions. A 10% leeway will be allowed – so the maximum a student should submit will be the word count + 10%. The word count will exclude:
o The title page
o The contents page
o Models, graphs, calculations, data tables, and other exhibited figures or images
o Lists of references
o Appendices (these should be kept to a minimum)
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E-submission
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See the guidance below on e-submitting your assignment: https://www.ucb.ac.uk/higher-education-student-handbook/assessment-issues/
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Cut-off date for late submissions (including for students with ECs and/or Support Plans)
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The cut-off time for late submissions is 10 working days (UCB working days) after the original assessment hand-in/due date. After this time, you cannot submit any late assessments, even if you have Extenuating Circumstances to cover them. https://www.ucb.ac.uk/higher-education-student-handbook/assessment-issues/ (See Additional Information Section, ‘Assignments and how to Submit them’)
Students with Support Plans may have additional time to submit their work after the formal submission date.
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Generic Grading Criteria
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The Generic Grading Criteria (GCC) are the generic features and expectations of work at a given level on your programme. The GCC per level is used in conjunction with the assignment marking criteria to determine the mark for your assignment. For more information on the GCCs for Levels 4-7, please click on this link. https://www.ucb.ac.uk/higher-education-student-handbook/assessment-fairness-and-marking/
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