In this first part, you should provide a brief introduction of the brand and its market context: Company and brand name, country of origin Brand overview Targeted audience, main product (service) range, key geographical

Jamez

03 May 2025 • 3 min read

Introduction (around 150 words):

In this first part, you should provide a brief introduction of the brand and its market context:

Company and brand name, country of origin
Brand overview
Targeted audience, main product (service) range, key geographical markets. Please specify, if necessary, one particular market you will be analysing.

If you have chosen a foreign brand that you think the examiners might be unfamiliar with, you might choose to provide further clarification either in the assignment or as an appendix.

Brand Audit (around 1,000 words):

In this part, you should provide a critical evaluation of the brand and its current branding strategies.

You are expected to apply relevant theories/frameworks into practice and in a manner suitable to the brand of your choice and its context.

You should conduct both parts of brand audit: brand inventory and a brand exploratory.

Brand Inventory:

With regards to brand inventory, you should verbally and visually profile the product(s) and/or service(s) of your chosen organisation, explaining with justification how they are marketed and branded (including brand identity and brand positioning, communication strategy). Strong theory support is needed.

Brand Exploratory:

When it comes to the brand exploratory, your evaluation should be based on secondary research data gathered from publicly available sources, which should be appropriately referenced. You should demonstrate the brand's performance on each layer of the Brand Equity Pyramid model (from the consumer's perspective).

Problem/Opportunity Justification:

At the end of this section, you should justify clearly what is the problem that the brand faces, and/or the opportunity that the brand should capitalise on. It is important to place this problem and/or opportunity on the Brand Equity Pyramid Model in order to provide a solid foundation for the next part.

In light of lack of available secondary data or in order to provide additional evidence to support your arguments (in the next part), you might choose to conduct your own primary research to understand the brand's current performance with its target customers. Primary research data collection techniques you might want to employ could be, for example, a simple questionnaire or a focus group (or both), depending on the type of data you seek to gather. Please note that conducting your own primary research is NOT a requirement as long as you provide sufficient secondary data as evidence to support your arguments.

If you do choose to conduct your own primary research, you should include a paragraph in which you explain the methodology followed, and briefly outline details such as sample selection and data analysis techniques.

Brand Development Strategy (around 1,500 words):

This is the most important part of your assignment. In this part, you should apply one (or more, depending on your choice) suitable concept(s)/framework(s) covered in the module in order to take the brand forward. This will depend on the problem and/or opportunity that you have identified in the previous section.

Brand Objectives:

Set the objectives of your brand development strategy. What will it try to achieve? You should make sure that you connect these objectives with measurable and timely targets (for example: increase brand awareness by 10% in 6 months from launch of the campaign, etc.).

Brand Strategy:

Based on market, competitive, and company conditions, you are free to use appropriate concepts/frameworks in order to develop a brand development strategy.

Communication Strategy:

Develop a communication strategy to deliver your chosen brand strategy in support of your objectives. Justify your choice. Evaluate how key findings from the previous section are converted into your recommendations.

Message Strategy & Creative Strategy:

Be innovative and creative while, of course, explaining your recommendations in conjunction with the previous sections. You do NOT have to use everything covered in the module, only the concept(s)/framework(s) you think appropriate and suitable to your case and in relation to the strategy you recommend.

Please note that an emphasis should be given on quality and depth of analysis instead of quantity and breadth of coverage of concepts/frameworks.

Brand Performance & Metrics (around 450 words):

In this part, you should identify metrics that should be used to evaluate, in the future, the effectiveness of your proposed brand development strategy.

Thus, in this part, you should recommend how you plan to monitor and evaluate, in the future, whether or not your strategy has achieved the brand development objectives (mentioned in the previous section), i.e., how you plan to assess whether or not the measurable and timely targets have been achieved.

Conclusion (around 150 words):

In this final part, you should summarise your brand's future development—problem/opportunity, recommended strategy, key tools to deliver the strategy, and key metrics for evaluation.

Let me know if you'd like any further refinements!