Brand Equity Management (IMCC6120)

Brand Audit Rubric

[updated 15/03/2021]

Criterion Excellent Good Needs Improvement/Poor

REPORT (25%) - TEAM
Brand Inventory Accurately describes the
brand’s elements,
marketing mix, frame of
reference, points of parity,
points of difference, and
positioning.
Discusses the consistency
and continuity of the
brand’s marketing
programmes.
Shows clear evidence that
appropriate research was
conducted.
Describes most of the
required components
accurately.
Discusses the consistency
and continuity of the
brand’s marketing
programmes.
Clearly provides evidence
that appropriate research
was conducted.
Describes most of the required
components inaccurately.
No discussion of the
consistency and continuity of
the brand’s marketing
programmes.
Shows little to no evidence of
appropriate research.

(5) (3) (0-1)

Brand Provides evidence-based Provides description of Describes consumers’ brand
Exploratory description of consumers’ consumers’ brand knowledge but provides no
brand knowledge. knowledge with some supporting evidence OR
evidence. Provides no description of
Identifies main sources of consumers’ brand knowledge.
brand equity supported by Identifies sources of brand
credible evidence. equity but do not always Describes sources of brand
justify the sources with equity without supporting
Shows clear evidence of credible evidence. credible evidence OR Does not
qualitative and identify sources of brand equity.
quantitative methods for Shows evidence of
consumer research. qualitative and quantitative Shows evidence of either
methods for consumer qualitative or quantitative
Appropriately research. methods for consumer research.
incorporates primary
research findings into Incorporates primary Primary research findings are
brand exploratory. research findings into inappropriately or no
brand exploratory. incorporated into brand
All research data are exploratory.
interpreted accurately. All data are interpreted
accurately. Data interpretation is somewhat
(8) accurate.
(5)
(0-3)
Recommendations Recommendations on Some recommendations on Recommendations on brand
brand positioning are brand positioning are positioning are not relevant or
relevant and consistent relevant and consistent consistent with the insights
with the insights from the with the insights from the from the brand inventory and
brand inventory and brand inventory and exploratory OR No
exploratory. exploratory. recommendations on
positioning are offered
Recommendations on the Some recommendations on
brand’s marketing the brand’s marketing Recommendations on the
strategy are relevant and strategy are relevant and brand’s marketing strategy are
based on the insights from based on the insights from irrelevant and not based on the

1
Brand Equity Management (IMCC6120)
Brand Audit Rubric
[updated 15/03/2021]
Criterion Excellent Good Needs Improvement/Poor
the brand inventory and the brand inventory and insights from the brand
exploratory. exploratory. inventory and exploratory OR
No recommendations on
(6) (4) marketing strategy are offered.

(0-1)

Appendix Contains appropriately Contains appropriately Contains most of the required

captioned content. captioned content. elements but they are seldomly
Appendices are A few references to the or never referenced
referenced in the report. appendices are missing in the report.
(3) from the report.
(2) (1)
Organization & Structure of the paper is Structure of the paper is Paper is poorly organized, and
Writing clear and easy to follow. clear and easy to follow. points are hard to follow.
Conventions
Uses precise and clear Minor edits to APA style APA style missing or major
writing with evidence of needed. edits needed.
proofreading before
submission. A few errors related to Several errors related to
sentence construction, sentence construction, spelling,
Uses APA style perfectly. spelling, punctuation, and punctuation, and grammar.
grammar.
Uses correct spelling,
punctuation, and No more than 10% More than 10% over/under
grammar. over/under word limit word limit

Within the word limit

(3) (2) (1)

ORAL PRESENTATION (15%) - INDIVIDUAL
Presentation - Presentation is well Presentation is organized. Presentation is poorly
Content organized. organized, and the information
Content addresses the is hard to follow.
Content accurately assignment.
addresses the assignment. Content addresses the
Content is presented in a assignment to some extent.
Content is presented in a clear manner.
clear manner. Rambles when responding to
Answers questions questions.
Responds to questions effectively but sometimes
with organized thoughts gets off track. Answers show little knowledge
and concise answers. of concept and lack evidence.
Answers show some
Answers to questions knowledge of the concept (1)
show thorough knowledge but lack strong evidence.
of the concept. (2)

Supports answers with

strong evidence.

(4)
Presentation - Accompanying visual Accompanying visual Accompanying visual elements
Visual elements support the elements do not always do not support the content and

2
Brand Equity Management (IMCC6120)
Brand Audit Rubric
[updated 15/03/2021]
Criterion Excellent Good Needs Improvement/Poor
content and are legible by support the content. are difficult to decipher.
the audience.

(2) (1) (0)

Presentation - Speaks clearly and Speaks clearly and Mumbles. Speech is hard to
Delivery distinctly all the time. distinctly most of the time. understand.

Free of fillers. Uses a few fillers. Filled with fillers.

Facial expressions as well Facial expressions as well Facial expressions as well as

as vocal tone and pace as vocal tone and pace vocal tone and pace suggest
suggest enthusiasm about suggest some enthusiasm little enthusiasm or interest
the topic. about the topic. about the topic.

Obvious that the May need a couple more Does not seem prepared to
presentation was rehearsals. present.
rehearsed.
No more than 60 seconds More than 60 seconds
Within time limit. over/under time limit. over/under time limit.

(2) (1)
(0)

Note: For each additional

minute over/under time limit
0.25% will be deducted from
the total score.