ASSIGNMENT BRIEF

QUALIFICATION UNIT NUMBER AND TITLE

PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) 41. BRAND MANAGEMENT (LEVEL 5)
INTERNAL VERIFIER UNIT TUTOR
MR. NAVEED MALIK / MR. RAO ANEES MR. SYED IBRAR HUSSAIN
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
MONDAY, 22ND APRIL 2019 FRIDAY, 07TH JUNE 2019 FRIDAY, 14TH JUNE 2019

ASSIGNMENT TITLE MANAGING AND MEASURING BUSINESS EXCELLENCE

LEARNING OUTCOME AND ASSESSMENT CRITERIA

PASS MERIT DISTINCTION
LO1 DEMONSTRATE AN UNDERSTANDING OF HOW A BRAND IS BUILT AND MANAGED OVER TIME
M1 EVALUATE HOW BRANDS ARE MANAGED
P1 EXPLAIN THE IMPORTANCE OF BRANDING AS
SUCCESSFULLY OVER TIME USING APPLICATION
A MARKETING TOOL AND WHY AND HOW IT HAS
OF APPROPRIATE THEORIES, MODELS AND
EMERGED IN BUSINESS PRACTICE.
CONCEPTS.
P2 ANALYSE THE KEY COMPONENTS OF A
M2 APPLY APPROPRIATE AND VALIDATED
SUCCESSFUL BRAND STRATEGY FOR BUILDING
EXAMPLES WITHIN AN ORGANISATIONAL
AND MANAGING BRAND EQUITY.
CONTEXT.
LO2 ANALYSE HOW BRANDS ARE ORGANISED IN PORTFOLIOS; HOW BRAND HIERARCHIES ARE BUILT
AND MANAGED LO1 - 4
M3
CRITICALLY ANALYSE PORTFOLIO D1 PROVIDE A CRITICAL EVALUATION THAT IS
P3 ANALYSE DIFFERENT STRATEGIES OF
MANAGEMENT, BRAND HIERARCHIES AND SUPPORTED BY JUSTIFIED EVIDENCE
PORTFOLIO MANAGEMENT, BRAND HIERARCHY
BRAND EQUITY USING APPROPRIATE THEORIES, DEMONSTRATING A COMPREHENSIVE
AND BRAND EQUITY MANAGEMENT.
MODELS AND FRAMEWORKS. UNDERSTANDING OF BRANDING WITHIN AN
LO3 EVALUATE HOW BRANDS ARE LEVERAGED/EXTENDED OVER TIME DOMESTICALLY AND ORGANISATIONAL CONTEXT.
INTERNATIONALLY
P4 EVALUATE HOW BRANDS ARE MANAGED M4 CRITICALLY EVALUATE THE USE OF
COLLABORATIVELY AND IN PARTNERSHIP BOTH AT DIFFERENT TECHNIQUES USED TO LEVERAGE AND
A DOMESTIC AND GLOBAL LEVEL. EXTEND BRANDS.
LO4 EVALUATE TECHNIQUES FOR MEASURING AND MANAGING BRAND VALUE OVER TIME
M5 CRITICALLY EVALUATE APPLICATION OF
P5 EVALUATE DIFFERENT TYPES OF TECHNIQUES
TECHNIQUES FOR MEASURING AND MANAGING
FOR MEASURING AND MANAGING BRAND VALUE
BRAND VALUE IN RELATION TO DEVELOPING A
USING SPECIFIC ORGANISATIONAL EXAMPLES.
STRONG AND ENDURING BRAND.

SUBMISSION FORMAT
THE SUBMISSION IS IN THE FORM OF AN INDIVIDUAL REPORT AND AN ESSAY.

THE REPORT AND ESSAY SHOULD BE WRITTEN IN A CONCISE, FORMAL BUSINESS STYLE USING SINGLE SPACING AND FONT STYLE CALIBRI AND SIZE 11. YOU
ARE REQUIRED TO MAKE USE OF HEADINGS, PARAGRAPHS AND SUBSECTIONS AS APPROPRIATE, AND ALL WORK MUST BE SUPPORTED WITH RESEARCH AND
REFERENCED USING THE HARVARD REFERENCING SYSTEM. PLEASE ALSO PROVIDE A BIBLIOGRAPHY USING THE HARVARD REFERENCING SYSTEM. THE
RECOMMENDED WORD LIMIT IS SPECIFIED.
ASSIGNMENT SCENARIO AND GUIDANCE

SCENARIO

The purpose of branding is to simply and easily help your customers understand what you offer and how you’re different. But it’s
not only a USP (unique selling proposition), it is the combination of all the ways you communicate what you stand for.

Study the contemporary business market and the brands they have to offer. Research a wide range of brands and their
competitor brands from different industries.

TASK 1 - (LO1 AND LO2) - GUIDANCE

In a report, give an overview of brands and how they are developed. Enhance your answer with examples from a variety of
organisations. What is brand equity; explain the role of marketing in building brand equity and brand positioning; stress the
importance of branding for organisations, consumers and intermediaries. How do organisations develop and grow brand equity?
Select one of the organisations from your market research, and evaluate the brand equity of chosen organisation, using
appropriate models and theories. You might have to conduct a market survey to get an objective understanding of the
perception of this brand. Design a survey to cover more than one age-group and socio-economic class. Analyse the results of
your survey.

Analyse in detail the key components of a successful brand strategy for building and managing brand equity. Based on your
analysis of results, review the brand strategies available to grow this brand and recommend the most appropriate for this
organisation. Conclude by critically evaluating the importance of branding and how brands are built over time, with reference to
your selected organisation.

Define and explain the terms portfolio management, brand hierarchy and brand equity management, and analyse the different
strategies available for each. Critically analyse the strategies being used by your organisation within each of these concepts.
TASK 2 - (LO3 AND LO4) – GUIDANCE
Produce an essay based on your study of the contemporary brand market. Evaluate how brands are managed collaboratively and
in partnership both at a domestic and global level. You will have to conduct secondary research of the successful and
unsuccessful examples of brand alliances locally and internationally, generating a critical and comparative evaluation of the
techniques that led to the fate of these ventures. Recommend the different techniques that could have been used to leverage
and extend one of the unsuccessful ventures from your examples, adapting good practices from the successful ones.

Identify how a brand’s performance can be measure and evaluated, using examples of researched organisations. Further, analyse
which of these are strong brands. How can measuring and managing strategies/techniques help an organisation to promote an
enduring brand (use more than one organisation for examples). Critically evaluate the application of these strategies with
reference to these organisations.

EVIDENCE CHECKLIST SUMMARY OF EVIDENCE REQUIRED BY STUDENT

TASK 1 Report (2500 words)
TASK 2 Essay (2000-2500 words)