BEMM128J – BRAND DESIGN INDIVIDUAL ASSIGNMENT GUIDELINES
ASSIGNMENT TOPIC
Choose a brand and critically evaluate its current branding strategies. Applying appropriate brand
concepts and theories covered in the course, discuss its future development”.
Word limit: no more than 2,500 words
Contribution to Module Mark: 50%
Deadline: 5th December 2022 at 12pm – online submission
1. STRUCTURE
A recommended structure for your assignment is as follows:
Introduction (around 250 words):
In this first part you should provide a brief introduction of the brand and its market context. 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 700 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.
With regards to brand inventory, you should – verbally and visually – profile the product(s) and/or
service(s) of your chosen organisation explaining how they are marketed and branded. 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.
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.
At the end of this section you should state 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 Mo
del in order to provide solid foundation for the next part.
Brand Development Strategy (around 1,000 words):
This is the most important part of your assignment. In this part, you should apply one (or more – depends
on you) 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. It
is important to start this part by stating the objectives of your brand development strategy. What are the
main objectives of your 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.).
Based on market, competitive and company conditions, you are free to use appropriate concepts /
frameworks in order to develop a brand development 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 400 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 determine how you plan to
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 recommended strategy for the brand’s future development.
2. STYLE OF PRESENTATION
You should follow a report style, i.e. you should use appropriate headings and subheadings. Please
avoid using first-person writing. Bearing in mind that it is a 2,500 assignment, you are encouraged to
incorporate diagrams, visuals, appendices to support your thoughts. This will enhance the articulation
of your creative and strategic ideas.
You should reference every source of information you use (with no exception!) using the APA style of
referencing (please refer to relevant information on School ELE pages).
Good luck!
Best wishes, Sotiris.