Brands and Branding

Learning outcome 1: Comprehensively analyse and apply brand theory to marketing practice.
Learning outcome 2: Broaden knowledge and develop insights into the significance of branding as a corporate activity.

Assessment instruction: Assessment 2 is a brand portfolio. Here you will choose to either develop a new branded concept or opt to refine the brand identity of an existing brand that you think is in need of your help!Please check with your seminar tutor before starting the assessment. At this stage in the module, we will progress to working with Aaker`s Brand Identity Planning Framework (this model will act as a key reference point for assessment 2 and you will use it as a tool to guide and develop your brand portfolio).

In order to develop your brand portfolio you will:

1. Conduct a series of audits and evaluations to gather initial insights and researchin relation to consumer trends, motivations, and unmet needs
2. Apply your knowledge developed in the first half of the module in relation to brand identity (including practical exercises that you have participated in until this point)
3. Broaden your knowledge by considering and applying a wider range of principles as identified in Aaker`s Brand identity Planning Framework.

Assessment Two

Learning Outcomes:

L2. Comprehensively analyse and apply brand theory to marketing practice.
L3. Broaden knowledge and develop insights into the significance of branding as a corporate activity.

You have two options:

1. Develop a new branded concept in a market of your choice or
2. Select a brand you feel is in need of help (possibly an SME) and develop their existing brand identity. You must double check this with your tutorial tutor prior to beginning the assessment.

The purpose of the brand portfolio is to create and digitally represent (as best you can) the brand identity developmentas well as your underpinning decision making.

To assist you in this assessment, you should follow Aaker`s Brand Identity Planning Framework. This framework will be discussed throughout your tutorials and you will be provided with lots of help and tips in terms of how to apply it successfully. A copy of this framework can be found towards the end ofthis document.

In alignment with the framework, project outputs should include the following:

Brand development-

• Market research into consumer trends, motivations, unmet needs and competitor brand identity. If considering an existing brand you will also conduct a self- analysis
• Initial conceptualisation of core identity: mission, vision, values
• Mood Board that illustrates an innovative, differentiated brand concept
• Development of extended identity considering either prism facets or Aakers extended identity elements (use any practical exercises that you`ve participated in throughout the module to help you here and the workshop you developed in assessment one)
• Value proposition and Strategic brand targeting
• Credibility Strategies
• Relationship typology
• Elaboration and activation including communication assets/ideas
• Brand positioning statement and positioning map

These project outputs will be discussed throughout your tutorials and you will have lots of opportunity to ask questions and gain clarity on each of them. Importantly you will also have the opportunity to discuss your ideas with other students to ensure that your developed brand concept can be easily understood.