For an EXISTING company and/or brand of your choice, critically review and evaluate the brand development strategy. You should attempt to explain the justification for brand development decisions that have been made and evaluate the brand marketing mix. Your approach will tend to be reflective and critical as you seek to evaluate the strategy used for the brand. Marks are allocated on the following basis: Company background 10% Justification of brand development decisions 30% Evaluation of the role of the marketing mix 20% Coherence of argument 10% Use of supporting evidence 20% Presentation and reference list 10% Common Pitfalls in the Assessment Descriptive: Stating your arguments/evaluation/opinions without being supported by evidence/examples/market research and/or theories. Not applying brand management theories effectively and consistently throughout the report. The report mostly uses business and marketing theories (e.g. PESTLE, SWOT and Porters 5 Forces), not brand management theories. Only discussing CBBE and/or Marketing Mix You must include as many theories from the lectures as possible. Please refer to the suggested theories slides. Only applying parts of theories (. only discussing the awareness part of the brand equity). Not discussing segmentation, targeting and positioning (this is very important). Not discussing the international brand strategy when discussing an international brand. Not linking the marketing mix with the branding strategy. Using unreliable references (. Wikipedia, Marketing tools, MBA Skool, Marketing 91, Slide Share and online dictionary and blogs). Writing the report in a first person. Ensure that you write the report in third person or passive voice. Using lecture slides, our emails and feedback as references. Statements/evidence not accompanied by citations. Not using APA 6th referencing system. Plagiarism (copy materials from a source with no citation and/or reference in the end) and false paraphrasing (copy materials from a source with citations but the materials are not your own writing).
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