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due week7

 Weighting Percentage:
40%
 Addresses learning outcome(s):
o After successfully completing this unit, students will be able to understand how brands are built,
managed and evaluated. In particular, students will be able to: 1. examine the brand and the
elements of brand management;
o 2. describe the various components of brands and how these interact;
o 3. analyze branding techniques and apply these to a variety of different issues;
o 4. critically evaluate how creative concepts and execution contribute to brand success;
o 5. work effectively in teams to analyze and prepare presentations on various topics of brand
management.
 Related graduate attribute(s):

Assessment 1: Brand Analysis

Due date

Week 7 : 4pm Thursday, 2 April

Value

40%

Instructions

Choose a branded food product that is available in the
ACT. Part of the existing customer proposition for this
product must relate to environmental sustainability.
Provide responses for the following:
·
Describe the product briefly.
·
Research trends that can /do affect this
product and discuss how a brand manager can
utilise these trends to manage the brand and ensure
the brand is relevant over time.
·
Using Figure 10.2, (de Chernatony et al. 2013,
p 382 – also discussed in Chapter 2) identify the
various components /levels (generic, expected,
augmented and potential) of the brand as they apply
to the product.
·
Identify and describe environmental
sustainability features of this product.
The assessment should be no more than 1,000 words
excluding references.
Please ensure that any research is referenced
appropriately. Students must ensure that quotations
taken directly from other sources are correctly
referenced and appear in quotation marks. It does not
matter which style is used as long as it is used
consistently. It is very important that students use
academic sources and/or industry sources that are
balanced, reliable and credible.

· describe the various components of a brand in relation to theory and how these interact. · research consumer trends and demonstrate how they can affect a brand. · Description of the product (20%) · Evidence of research into trends and correct application of these trends to the chosen product (20%) · Correctly applying the levels of brand (20%) · Discussion of environmental sustainability features of this product (20%) · Clarity of expression (including accuracy of grammar.Purpose of assessment Marking criteria The purpose of this assessment is to: · examine a brand in terms of its elements. punctuation and spelling) (10%) · Correct and consistent referencing (10%) .