Name of OTHM Level 7 Strategic Marketing

Program (November 2020 Intake)

Module Strategic Module Code R/618/1618
Name Brand
Management
Contributio 100% Word Count 4500
n to
Overall
Module
Grade
Module Dr. Deepal Internal Shalindri
Leader Perera Verifier Homer
Hand-out 18/4/2021 Submissio 15/5/2021
Date n
Deadline

Formatting and Layout

Please note the following when completing your written assignment:
Document Format Report

Writing Written in Appropriate Academic/Business style

English

Word Count exemptions +/-10%

* Any deviation from this will be addressed according

to the word count policy of Kensley Graduate School.

Formatting Page layout A4

Font Style Times New Roman/Arial

Font size 12

Paragraph Spacing 1.5

Margins 2.5

Line Spacing Double spaced

Alignment justified

Main Headings Style: Heading 1, 14 pt. (Bold)

Subheadings Heading 2, 12 pt

Research Reliable and relevant source of information should be

maintained. Some of the sources that could be used
are: Journal articles, academic books, e- articles, that
have been peer reviewed. Extensive research is
encouraged

Other essentials Ensure a clear title, course details, ID Number on

the cover page, along with a bibliography using
Harvard referencing style at the end of the report
Important Guidelines
Referencing Format Harvard referencing
In the main body of your submission you
must give credit to authors on whose
research your work is based on.
Additionally a reference list that indicates
the books, articles, etc that you
have read or quoted to complete this
assignment is needed

Disclosure Please include the following statement on the

title page of the submitted assignment,
followed by your name:
“I declare that this assignment is solely my
own, also I acknowledge that all the materials
I have used are the published and unpublished
works of other authors. Finally, all references
have been duly cited according to the given
referencing style.”

Plagiarism (Similarity) The maximum allowed similarity is 15%

(Excluding cover page, table of contents and
list of references)

Plagiarism and Cheating If you are caused submitting previous

students work or work that has already been
submitted, KGS reserves the right to deal with
this in strict accordance of the KGS internal
policy guidelines.

The Assignment

The assignment requirements is based on 1 tasks – 4500 words

The Task

Select a brand of your choice. Based on the selected brand you are to evaluate the following:
Guideline Description Percentage impact on
the overall grading

1. Introduction to the brand Provide a detailed 5%

description of your brand

2. Analysis of elements Concept of the brand, 7.5%

of the brand Elements of
brand-promise,
perception, trust, values,
voice, personality. Soft
hard brands, brand
architecture

Evaluate the brand 7.5%

identity and the
positioning of the brand

CSR Practices relating to 5%

the brand

3. Identify factors that Assess how external 10%

affect the brand and factors affect the brand
brand using the guidelines of
positioning the PESTEL more

Assess how the brand is 5%

positioned to meet the
needs of the key
stakeholders – Decide key
stakeholders

according to the
Mendalow’s matrix.
 Analyse marketing 10%
strategies to develop
brand equity and
presence, in considering
digital presence of the
brand

4. Development of Develop brand strategies 5%

brand management in line with the
strategies in line with marketing
marketing objectives
objectives

Evaluate a marketing 5%
campaign, including digital
& social media campaigns
to successfully develop a
brand position to meet
marketing objectives

Calculate and thereafter 5%

evaluate branding metrics
to evaluate the success of
the branding strategies

Analyse the human and 5%

physical resources needed
to support the brand plan.

TOTAL 100%

NOTE

- The body of the essay only should account for 4500 words (excluding list cover page, table of
contents and list of references)