Evaluate Strong Brands and Long Term Success
Assignment Brief
3 Mini Essays
Each question will be marked out of 100%
Word count - maximum of 500 words per question / total 1500 words
- 500-word count per question (10% + / - allowed)
- Review the rubric marking scheme to instil structure & approach
- 10 – 20 references per essay
Questions:
1. Evaluate what makes a strong brand? Reflect on and discuss what are the future brand imperatives to ensure a brands long-term success?
2. Social influence and social cognition are two of three main areas included in the field of social psychology. The third major area has to do with social interactions with others. Construct a social interaction framework applying theories with examples?
3. Evaluate the impact of strategic imperatives, Globalisation, Innovation and Sustainability on the strategic decision-making?
Alternative Assessment
Essay Structural Response for Best Practice
- Introduction: Define the topic of the question
- Provide definition(s) / schools of thought / opportunity to reference(s)
- Discuss: Process (s) / models / theories associated with the topic
- Mention Best Practices used within the current topic area
- Explore: Critical Review of academic authors, theorists connected to the topic.
- Opportunity to balance the discussion
- Provide examples, demonstrating your knowledge of practice
- Conclusion: Justifications for your position
- Reflection upon your thoughts
Each of the above may be an opportunity to reference (s)
Sample Answer
Mini Essay 1: What Makes a Strong Brand and Future Brand Imperatives
Introduction
A strong brand is more than a name or logo. It is a combination of identity, trust, emotional connection, and consistent delivery of value to customers. In marketing theory, a brand represents both tangible features and intangible associations that help organisations build long-term relationships with consumers (Keller, 2013). This essay evaluates the key features that make a brand strong and considers the future imperatives required for brands to succeed.
Discussion
A strong brand is often defined by recognisability, differentiation, credibility, and emotional resonance. Kotler and Keller (2016) note that consumers choose brands not only for functionality but also for what they symbolise. Apple, for example, has built a strong identity through innovation, premium design, and emotional storytelling, which fosters customer loyalty. Similarly, Coca-Cola relies on consistency of experience and emotional appeals connected to happiness and togetherness.
Theories such as Aaker’s Brand Equity Model (1991) show that brand awareness, associations, perceived quality, and loyalty are critical to strength. Kapferer’s Brand Identity Prism (2012) adds that cultural meaning and personality traits reinforce brand image, making it more resilient.
Looking ahead, the future imperatives for brand success will revolve around adaptability, authenticity, and responsibility. First, digitalisation has accelerated consumer empowerment. Brands must use technology to personalise experiences and engage across social platforms. Second, consumers demand authenticity—transparent communication, ethical sourcing, and honesty. Third, sustainability is becoming central. Younger generations value brands that contribute to social good and environmental protection. Companies like Patagonia and Tesla thrive by aligning brand identity with sustainable missions.
Conclusion
In summary, a strong brand relies on trust, recognition, emotional connection, and consistent delivery of value. Future imperatives include digital engagement, authenticity, and sustainability. Brands that adapt to these forces will secure long-term success.
Mini Essay 2: Social Interaction Framework in Social Psychology
Introduction
Social psychology is concerned with how individuals think, feel, and behave in social contexts. While social influence and social cognition are key areas, the third major domain is social interaction, which focuses on communication, cooperation, conflict, and group behaviour (Aronson et al., 2018). This essay develops a social interaction framework by applying theories with examples.
Discussion
Social interaction can be understood through symbolic interactionism, which suggests that people act based on meanings derived from social interactions (Blumer, 1969). Interactions are shaped by symbols, language, and cultural norms. For instance, greetings vary across cultures and signal respect or familiarity.
Another useful theory is Social Exchange Theory (Homans, 1958), which argues that interactions are like transactions where individuals seek rewards and minimise costs. For example, in workplaces, teamwork succeeds when members perceive fair exchange of effort and recognition.
Continued...
