Strategic Brand Management Assessment Brief (Report - 3500 words, weighting

100%)

Deadline: 23:59 Sunday, 11/02/2024, submitted via Turnitin

Strategic Brand Management Plan (3500 words)

Students are invited to create a strategic brand management plan for the launch of a new
brand or the growth of an existing organisation’s brand. Consider where the brand is now
and where you want it to be. Students with existing project portfolios (blogs, podcasts, social
media channels etc.) are welcome to develop these into brands for submission if the work is
commensurate with the academic requirements of the module. Speak to the tutor if you are
unsure.

Sections should consider the existing and/or potential use of the following concepts:

● The characteristics of the brand.

● The value creation process.
● The brand-building process and steps.
● The concept of brand equity and how to use it in building strong brands.
● The brand personality and how to use scientific frameworks to understand
consumers’ emotions and build relationships.
● How do you intend to measure the performance of the brand from tangible and
intangible perspectives?

Suggested Sector

A suggested sector is the creative technologies sector; however, you can choose any other
sector. You could choose to create a sustainable, investable createch (creative
technologies) startup brand. This brand would loosely sit within the fashion, arts, music, or
third-sector space and incorporate a technological component. Or you could choose to grow
an existing brand. To get a sense of the scale and breadth of the UK creative technologies
industry see the Creative Industries.

Structure and Support

To structure your strategic brand management plan it may help to use the course textbook.
Part three discusses the design and implementation of a plan.

Keller, L. K. and Swaminatha. V. (2020) Strategic Brand Management, Building, Measuring,

and Managing Brand Equity [e-book] 5th edition. Pearson.

Keller, L. K. (2013). Strategic Brand Management, Building, Measuring, and Managing

Brand Equity [e-book] 4th edition. Pearson. (Available on Moodle ‘Teaching Materials’).
Format

It will be submitted as a 3500 report. Visual design is welcome. This could include the
original development of brand elements or the use of infographics.

Also include:

-Executive summary
-Reference list (in the BSU Harvard style)
-Appendix (peer support evidence, any research and/or development you wish to include)

Nb. These sit outside of the word count. If you are unsure, speak to your tutor.

Assessment Criteria

0-39 40-49 50-59 60-69 70-84 85-100

Poor Satisfactory Sound Quality Good Quality Excellent Outstanding

Quality Quality Quality Quality

Application The The project is The project is The project is The project is The project is
project is satisfactorily commercial commercial, highly commercially
(for example, not commercial showing a showing a commercial outstanding
businesses, commerci and includes practical and
good practical showing showing a
organisations, al and basic market or technical
NGOs, charities, does not consumer understanding and technical excellent sophisticated
third sector, B- include research. of platforms understanding practical and practical and
corps, social market or Some sector and of platforms technical technical
enterprises etc.) consumer relevance. campaigns. and understanding understanding
research. The project campaigns. of platforms of platforms
No sector includes sound The project and and
relevance. market and
includes good campaigns. campaigns.
consumer
research and is market and The project The project
underpinned consumer includes includes
by sector best- research and is excellent industry-
practice. well market and standard
underpinned consumer market and
by sector best- research and is consumer
practice. highly informed research and is
by sector best- highly informed
practice. by sector best-
practice.

Sustainable Brand Brand Brand Brand Brand Brand Sustainable

Management managem management management is management is management is brand
ent is not approaches sustainable. very highly strategic management is
(for example, Impact on sustainable. and very outstanding.
sustainabl are partly
commercial and/or future Impact on sustainable. The impact on
United Nations e nor sustainable generations is future The impact on future
definitions of considers with some considered. generations is future generations is
sustainability future consideration considered. generations is sophisticated.
and/or as found in generatio of future comprehensive
key readings) ns. generations. .

Critical Context There is There is There is sound There is good There is There is
no critical satisfactory critical writing critical writing excellent outstanding
writing or critical writing and critique of and critique of critical writing critical writing
critique of and critique of brands and brands and and critique of and critique of
 brands brands and brand brand brands and brands and
and brand brand management, management, brand brand
managem management, campaigns or campaigns or management, management,
ent, campaigns or sectors. sectors. campaigns or campaigns or
platforms, sectors. Context is Context is well sectors. sectors.
campaign Context is considered. considered. Context is very Context is
s or considered in well integrated
sectors. part. considered. throughout.
Context is
not
considere
d.

Presentation Presentati The The The The The

on is poor presentation is presentation is presentation is presentation is presentation is
with satisfactory but sound with good. excellent. outstanding.
frequent with some minor errors. Project Project Project
errors. errors. Project documents and documents and documents and
Project documents and brand outputs brand outputs brand outputs
documents and brand outputs are well- are designed are designed
brand outputs are well- designed and to an industry to an industry
are well- designed. informed by standard. standard.
designed. References, best practices. References, References,
References, spelling and References, spelling and spelling and
spelling and grammar are spelling and grammar are grammar are
grammar are correct. grammar are correct. perfect.
largely correct. correct.