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15% (3 x 5%; Weeks 2, 3, and 4)

The early semester quizzes will be based on concepts from the readings, lectures and issues raised in class discussions. These quizzes aim to help students identify their grasp of fundamental theories, strategies, and issues related to branding, setting the stage for deeper exploration throughout the course.

Online quiz: True-false and multiple-choice questions can be expected.

1. Discuss the role of branding in creating strong brands;
2. Identify and explain strategies that build brand equity;
3. Demonstrate how knowledge of branding can be applied to marketing;
4. Display critical thinking and problem-solving skills;
5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.

10%

An important part of building and managing brands is gathering information about the consumer, the competitors, as well as identifying any problems/opportunities facing a brand. To assist in this, we have the Internal Brand Identity and Positioning assessment (1,000 words)

Draft Outline:

Introduction (75 words): Briefly introduce the importance of internal brand identity and positioning in brand management. Highlight the role of gathering information about consumers, competitors, and brand challenges/opportunities.

Brand Selection (100 words): Justify the choice of the brand, considering its relevance and significance in the market.

Identification of Brand as a symbol (200 words): Detail the various elements that contribute to the brand's identity and perception. Discuss the 10 COMPONENTS. Explain how these influence consumer perception and brand recognition.

Benefits associated with the Brand (200 words): Elaborate on the benefits that consumers derive from the brand. Discuss functional, emotional, and experiential benefits. Show how these benefits differentiate the brand from competitors.

Articulation of Personality and Values (175 words): Define the brand's personality traits and core values. Explain how these attributes resonate with the target audience and build a connection. Give examples of how the brand's personality and values are communicated through marketing messages and actions.

Defining the Brand Positioning (200 words): Detail the brand's positioning in the market using a positioning statement.

Conclusion (75 words): Summarize the key points discussed in the assessment. Emphasize the importance of a well-defined internal brand identity and positioning for a brand's success. Highlight how this assessment aids in making informed brand management decisions.

 Written report

1. Discuss the role of branding in creating strong brands;
2. Identify and explain strategies that build brand equity;
3. Demonstrate how knowledge of branding can be applied to marketing;
4. Display critical thinking and problem solving skills;
5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.

not assessed

Snapshot Presentation: Overview of Brand Development Progress

The snapshot presentation in Week 11 serves as a pivotal moment in your brand development journey. Its purpose is to offer a succinct, yet insightful overview of your brand's progress, allowing you to receive valuable feedback from both your instructor and peers.

Task:

Your task is to encapsulate the essence of your brand development efforts within the constraints of 3 slides and a 5-minute presentation. This requires a strategic selection of information that effectively communicates the trajectory of your brand's evolution. While brevity is key, clarity should not be compromised.

Key Points:

1. Conciseness: The nature of this presentation demands clarity of thought and precise communication. Each slide should convey a specific aspect of your brand development process.

2. Strategic Selection: Since you have limited slides and time, focus on the most critical components of your brand development. This might include elements like brand positioning, target audience, unique value proposition, competitive analysis, and initial visual identity concepts.

3. Feedback Opportunity: The snapshot presentation is not just a formality. It provides you with a valuable chance to gain insights from both your instructor and your fellow students. Their feedback can guide you in refining and enhancing your brand strategy.

 Presentation

1. Discuss the role of branding in creating strong brands;
2. Identify and explain strategies that build brand equity;
3. Demonstrate how knowledge of branding can be applied to marketing;
4. Display critical thinking and problem solving skills;
5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.

20%

The brand development report is an important assessment as it will help demonstrate your understanding of the brand-related concepts discussed throughout the semester. It will be a video recording of a 15-minute PowerPoint presentation. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work.

With such an assignment, you will find that there is so much that you can say, however a common problem is that many assignments fail to communicate a strong, focused, and logical brand review. Part of the reason for this is that during the semester we will discuss a number of concepts and tools. You need to remember that these tools and concepts can help you, but they can also distract from your story. What is important is understanding how and when to apply these. Which of these concepts and tools assist your review and which do not? Below is a basic structure and a number of things to consider. 

Introduction:

• Provide a concise overview of the brand's history and current status.
• Introduce a significant challenge or opportunity facing the brand, supported by data.
• Present the current positioning statement of the brand and its relevance.

1. Market and Consumer Review:

• Utilize quadrant analysis to evaluate competitive positioning.
• Assess key competitors' relevance and unique attributes.
• Analyze consumer behavior, needs, and trends.

2. Brand Review - Internal and External Identity Alignment:

• Evaluate the brand's ongoing efforts to remain relevant and grow.
• Apply brand funnel analysis to understand external perceptions.
• Assure alignment between internal and external brand identity.

3. Articulating a Strategic Positioning Plan:

• Address the core challenge/opportunity through a strategic framework.
• Propose adjustments in positioning based on comprehensive analysis.
• Craft a compelling brand positioning statement that captures the way forward.

4. Strategic Action Plan: Enhancing Positioning and Evolution:

• Recommend specific tactical changes to better align with the brand's positioning.
• Introduce innovative line/brand extensions to help own the positioning.
• Suggest potential brand energizers to reinforce the brand's identity.
• Articulate ways to evolve the brand to meet potential future changing market demands.

Conclusion:

• Summarize key insights and recommendations, highlighting the synergy between internal and external viewpoints.
• Reinforce the strategy and how the proposed actions uphold the brand's strategic positioning.

Appendices:

• Include supporting visuals, data graphs, and relevant reference materials.
• Ensure visuals enhance understanding without overwhelming the presentation.
• List supplementary sources used for research and analysis.

Presentation Approach:

• Maintain a strong focus on the central challenge/opportunity throughout the presentation.
• Seamlessly integrate internal and external perspectives for a comprehensive narrative.
• Balance visuals with clear narration, reserving intricate data for appendices.
• Craft a coherent, engaging, and structured presentation that emphasizes strategic action and positioning.

By incorporating a strategic action plan, your brand development report becomes a comprehensive guide for enhancing the brand's positioning, presence, and identity. This approach ensures that your recommendations are both strategic and actionable, aligned with the brand's essence while effectively addressing challenges and seizing opportunities

 the final report will be a video recording of a 15-minute PowerPoint presentation. You may think that 15 minutes is a challenging time limit, so you need to tell a focused story. To do this I recommend the following steps;

1.    Of the key issues and opportunities, identify just one or two that really need to be addressed. These are the issues or opportunities that will have the biggest impact on the brand's performance.

2.    Review the overview, market, consumer and brand review sections and remove whatever information that does not relate
to these one or two issues/opportunities. Leaving this irrelevant information
in will only distract the reader.

3.   Once all this has been completed, watch the presentation and see if it tells a strong, focused, and consistent story.

Supplementary material 
• A copy of your PowerPoint presentation.
• Do not fill the 15 minutes up with images, graphs and tables, be selective with what you use, but also put any relevant info you wish to show in the appendices and refer the viewer to them.
• Provide a reference list of where you got all your information.
• Ensure your (and each group member's name) is on the cover as well as the date, the course name and the assignment topic
are clearly identified on the front cover using the 最新糖心Vlog’s Assignment Cover Sheet.
• If you did the assignment in a group, after the appendices you need to put together a summary of the contribution each
student made to the project. This may include the sections that each student wrote or outline the responsibilities of each member.

1. Discuss the role of branding in creating strong brands;
2. Identify and explain strategies that build brand equity;
3. Demonstrate how knowledge of branding can be applied to marketing;
4. Display critical thinking and problem solving skills;
5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.