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:
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:
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:
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.