LO1 Demonstrate an understanding of how a brand is built and managed over time

Qualification

Unit number and title

Pearson BTEC Higher National Diploma in Business (rqf)

Unit 41. Brand Management (level 5)

Internal Verifier

Unit Tutor

Date issued

Submission date

Assignment Title

Managing and Measuring Business Excellence

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. Select any two brands like Samsung Pakistan from the same industry for an in-depth analysis.

Task 1 - (LO1 and LO2) - Guidance

In a report, give an overview of any three brands including your main Samsung Pakistan 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 organisations from your market research, and evaluate the brand equity of chosen organisations, using appropriate models and theories. You might have to conduct a market survey to get an objective understanding of the perception of these brands. Design a questionnaire survey to cover more than one age-group and socio-economic class. Analyse the results of your survey and develop Keller’s equity model on Samsung Pakistan using survey results.

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 Samsung Pakistan within each of these concepts?

Task 2 - (LO3 and LO4) – Guidance: Unit 41. Brand Management (level 5)

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 measured and evaluated, using examples of researched organisations Samsung Pakistan. 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 (3500 words)

Task 2

Essay (3500 words)

Task 3

PowerPoint Presentation, Speaker Notes (2000 words)

Essential Content

LO1 Demonstrate an understanding of how a brand is built and managed over time

Building brands:

Present an overview of brands and how they are developed, the use of the brand pyramid.

The advantages of branding for organisations, consumers and intermediaries.

What is brand equity?

How do organisations develop and grow brand equity?

The role of marketing in building brand equity and brand positioning and techniques.

Managing a brand over time:

How to strengthen brand equity, brand extensions, reinforcing and revitalising brands through innovation.

Overcoming brand crisis, transmedia branding and specific communication strategies for recovering and restoring a brand.

Interacting with customers: exploiting converging technologies to engage customers.

LO2 Analyse how brands are organised in portfolios and how brand hierarchies are built and managed

Portfolio and hierarchy management:

Brand portfolio strategies, including the house of brands and branded property models.

Hierarchy building: corporate branding, umbrella branding, family branding, endorsed sub brands and individual product branding.

How brand equity is built at different levels of the hierarchy.

Using the customer based brand equity model to develop and manage brands.

The use of market research as a key brand management tool.

LO3 Evaluate how brands are leveraged/extended over time domestically and internationally

Brand extension and leverage:

Brand extension approaches and strategies.

‘Fit and leverage’ in brand extensions.

Determine the different ways that brands can be reinforced and revitalised.

Brand collaborations and partnerships.

Global branding and positioning.

LO4 Evaluate techniques for measuring and managing brand value over time

Measuring and managing brand value:

Different brand measurement techniques for measuring brand awareness,

market share, consumer attitudes and purchasing intent.

Brand equity audit and management and brand tracking techniques.

The relationship between branding and finance.

The concept of brand value and different approaches: cost, market based and financial based methods to brand valuation.

Unit 41. Brand Management (level 5)

Learning outcome and assessment criteria

Pass

Merit

Distinction

LO1 Demonstrate an understanding of how a brand is built and managed over time

LO1 - 4

D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context.

P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice.

P2 Analyse the key components of a successful brand strategy for building and managing brand equity.

M1 Evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts.

M2 Apply appropriate and validated examples within an organisational context.

LO2 Analyse how brands are organised in portfolios; how brand hierarchies are built and managed

P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management.

M3 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.

LO3 Evaluate how brands are leveraged/extended over time domestically and internationally

P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.

M4 Critically evaluate the use of different techniques used to leverage and extend brands.

LO4 Evaluate techniques for measuring and managing brand value over time

P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples.

M5 Critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand.

Submission Format

The submission is in the form of an individual report, an essay and in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions.

The report and essay should be written in a concise, formal business style using single spacing and font style times new roman and size 12. 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.