Building Brand Architecture Assignment Rubric

Elements Criteria Score

1. Introduction Describes all three elements (each brand, reason for the choice, and 5
learning goals)

Describes two out of three elements (each brand, reason for the choice, 4
and learning goals)

Describes one or none of the elements (each brand, reason for the choice, 3
and learning goals)

2. Brand Describes (rather than lists) all five aspects of each brand’s architecture 5
pyramid (product attributes, benefits, emotional benefits, personality,
core/essence)

Describes or lists all five aspects of each brand’s architecture (product 4

attributes, benefits, emotional benefits, personality, core/essence)

Lists some aspects of each brand’s architecture (product attributes, 3

benefits, emotional benefits, personality, core/essence) or omits

Feedback Another idea to consider about the brand is… NA

3. Brand Explains in detail three or more similarities and differences between the 5
comparison two brands, analyzes what the comparison reveals about the brands, and
describes how each brand serves the company’s goals

Lists at least three similarities and differences between the two brands, 4
summarizes the comparison, and describes how each brand serves the
company’s goals

Lists one or two similarities and differences, may summarize and describe 3
the comparison and/or how it serves the company’s goals or omits

Feedback Another thing you might consider is… NA

4. Brand Describes learnings about each brand’s value, and the value of each brand 5
value/equity or information needed to determine brand value
 Describes learnings about each brand’s value 4

Omits 3

Feedback Another way to determine brand value might be… NA

5. Sources Lists sources (websites, articles, etc.) consulted to create this report 5
consulted
Omits 3

6. Additional When I read this report, it made me think about… NA

feedback