The Brand: the rationale behind the branding concept, including the name, brand history/background, and marketing research. Brand characteristics & positioning: brand characte
Course Learning Outcomes: This coursework has been designed to test your achievement of the following course learning outcomes:
1. To examine the dimensions and activities associated with effective brand creation and development.
2. To examine the theories and concepts that explain the form and function of brands.
3. To identify the rationale and obstacles toward adopting integrated international marketing communications and branding at various levels throughout an organization.
4. To critically review the brand management strategies of firms.
Coursework instructions:
You will have a maximum of 10 minutes for your individual presentation. You have to include the following points:
- The Brand: the rationale behind the branding concept, including the name, brand history/background, and marketing research.
- Brand characteristics & positioning: brand characteristics concepts and their association with the target audience.
- Brand Symbolism: the socio-cultural meaning of the brand in relation to the brand image; semiotics.
- IMC: a justification of why you feel the advertisement you design will achieve a marketing advantage for the brand.
- Marketing communications strategy: strategic planning; the brand strategic issues; brand equity.
- Use of current communications and/or branding framework(s) to justify your brand, e.g., digital media, etc.You should reference at least ten articles for your presentation. Please provide in-text citations within the slides and an en-of-list reference page.
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Criteria |
Excellent 70+ (A) |
Good 60-60% (B) |
Solid 50-59% (C) |
Needs further improvement 40-49% (D) |
Very poor below 40% (F) |
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Communication (Introduction, logical flow, and conclusion) |
Delivery techniques make the pitch engaging and compelling. Communication of ideas is clear, engaging and narratively well-structured throughout. |
Delivery techniques make the pitch engaging. Communication of ideas is clear throughout. Pitch is engaging and narratively well-structured throughout. |
Delivery techniques make the pitch engaging. Communication of ideas is clear throughout. |
Delivery techniques detract from the ability to understand the presentation. Communication of ideas is unclear at times. |
Delivery techniques significantly detract from the ability to understand the presentation. Communication of ideas is unclear throughout. |
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Use of references |
Exceptional use of references. |
Very high degree of consistency and using the appropriate scholarly style. |
Although this was generally done well, there were consistent errors made in citation style. |
The citation of sources and the presentation of the list of references were highly inconsistent and regularly contained errors. |
The accuracy and consistency of the citation style and the contents of the list of references were of a poor level OR no references used. |
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Design of slides |
Exceptional care and use of slides. |
Very high degree of consistency and using the appropriate slides. |
Although this was generally done well, there were consistent errors such as typos. |
Slides were highly inconsistent and regularly contained errors. |
Slides were of a very poor level. |
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The Brand |
The background on brand (e.g., the brand name, marketing research) was highly detailed, very well supported with high quality sources. |
The background on brand was detailed and showed that some industry data had been consulted to inform this section. |
The presentation of the brand was not as dense in information and detail as would have been expected. |
Some brand information was provided but it was often not clear what the sources of the information were and there were some assumptions made about details of the background of the brand. |
The information discussed was disparate and it was not clear what exactly the brand was. |
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Brand characteristics & positioning |
There was comprehensive detail offered on the brand characteristics and positioning and related concepts. |
Although the brand characteristics and positioning and related concepts are described, the discussions remained slightly too surface level to merit higher marks. |
This section would have benefitted from more clarity in the explanation of how it was determined what the characteristics and positioning were. |
It was very unclear what the brand characteristics & positioning were and how these had been established through the analysis carried out for the presentation. |
What was presented was overly general and did not demonstrate an attempt to describe brand characteristics & positioning. |
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Brand Symbolism |
There was comprehensive detail offered on the brand symbolism, brand image, brand logo and related concepts. |
Although the brand symbolism, brand image, brand logo and related concepts are described, the discussions remained slightly too surface level to merit higher marks. |
This section would have benefitted from more clarity in the explanation of how it was determined what the brand symbolism, brand image, brand logo and related concepts were. |
It was very unclear what the brand the brand symbolism, brand image, brand logo and related concepts were and how these had been established through the analysis carried out for the presentation. |
What was presented was overly general and did not demonstrate an attempt to describe the brand symbolism, brand image, brand logo and related concepts. |
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IMC |
There was comprehensive detail offered on IMC and related concepts. |
Although IMC and related concepts are described, the discussions remained slightly too surface level to merit higher marks. |
This section would have benefitted from more clarity in the explanation of how it was determined what the IMC and related concepts were. |
It was very unclear what the IMC was and how these had been established through the analysis carried out for the presentation. |
What was presented was overly general and did not demonstrate an attempt to describe IMC. |
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Marketing communications strategy |
There was comprehensive detail offered on IMC strategy and related concepts. |
Although IMC strategy and related concepts were described, the discussions remained slightly too surface level to merit higher marks. |
This section would have benefitted from more clarity in the explanation of how it was determined what the IMC strategy and related concepts were. |
It was very unclear what the IMC strategy was and how these had been established through the analysis carried out for the presentation. |
What was presented was overly general and did not demonstrate an attempt to describe IMC strategy. |
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Use of current communications and/or branding framework(s) e.g., digital communication etc |
There was comprehensive detail offered on use of current and contemporary IMC frameworks. |
Although use of current and contemporary IMC frameworks was described, the discussions remained slightly too surface level to merit higher marks. |
This section would have benefitted from more clarity in the explanation of how it was determined what the use of current and contemporary IMC frameworks was. |
It was very unclear what the use of current and contemporary IMC frameworks was and how these had been established through the analysis carried out for the presentation. |
What was presented was overly general and did not demonstrate an attempt to describe use of current and contemporary IMC frameworks. |
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Use of appropriate IMC campaigns |
There was a strong and clear link between the selected IMC campaigns and the brand. |
Although use of IMC campaigns was described, the link between the selected IMC campaigns and the brand remained slightly too surface level to merit higher marks. |
It would have benefitted from more clarity in the link between the selected IMC campaigns and the brand. |
It was very unclear the link between the selected IMC campaigns and the brand. |
There was not any link between the selected IMC campaigns and the brand. |
CW1 is assessed under 3 main sections as listed below:
1- The brand: background on brand, brand characteristics & positioning, brand symbolism and semiotics
While working on this part, consider the following (the list is not intended to be exhaustive):
· Brand attributes, benefits, value, and personality
· Brand positioning that includes target market description, identification of competitors, PoPs and PoDs
· Brand symbolism: emotional and cultural meaning of the brand,
symbolic meaning of the brand name, logo, and colours
2- IMC: IMC plan, Marketing Communications Strategy, use of current communications and/or branding frameworks, use of appropriate IMC campaigns (e.g., Facebook page, Instagram page, YouTube channel, and etc.)
While working on this part, consider the following (the list is not intended to be exhaustive):
· Overarching IMC strategy: IMC model (e.g., one step, two step, etc.), IMC tools and campaigns.
· Marketing communication strategy: e.g., the overall aim of your communication strategy, the message that will be communicated to reach the aim, the media composition to communicate the message, the role of the 30-second advertisement and appropriate IMC campaigns in creating a successful communication strategy.
· How you plan to build brand equity; how the communication strategy and the branding framework will affect the brand equity, what are the subdimensions/sources of the brand equity.
3- Communication: structure, flow, use of references, design of slides
· Carefully design the slides and do not exceed the time limit
· In-text citation + reference list at the end
· Consistently use the Harvard referencing style in the text and reference section
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