Brands and Branding

Learning outcome 1: Develop a critical understanding of brands and branding in contemporary society.
Learning outcome 2: Comprehensively analyse and apply brand theory to marketing practice.
Learning outcome 3: Broaden knowledge and develop insights into the significance of branding as a corporate activity.

Assessment instructions

Assessment Strategy

Assessment 1 affords you the opportunity to familiarise yourself with some of the key principles and concepts of branding. The aim here is for you to develop a critical understanding of brands and branding. In order to achieve this, we will explore various important branding concepts week by week in your online lectures and in your tutorials. The lectures will help to develop your theoretical understanding of each brand identity concept (and wider related areas) and in the tutorials these concepts will then be explored in much greater depth.

Kapferer'sBrand Identity Prism will be a key point of reference throughout the first half of the module and for Assessment 1. Lectures will focus on areas such as brand personality, brand culture, brand relationships, brand physique, consumer self- image and reflection. These areas are aligned to Kapferer'sBrand Identity Prism. You can find a copy of this framework at the end of this assessment brief. You will participate in practicalworkshop- based activities that are adopted in industry and will gradually begin to understand how these theoretical ideas are implemented and developed in practice. You will be directed towards the use of relevant textbooks and journal articles to inform your critical understanding. This will be of great use to you when it comes to writing your report. Importantly, you will also gradually start to develop your own perspective and approach towards the subject of branding,throughout the tutorials,which will be beneficial in tackling your submissions.

Having completed Assessment 1, you will have developed significant knowledge with regards to brand identity. In addition, you will also have developed a host of practical skills in this area from the tutorial activities that you have participated in up until this point. It is now time to put these practical skills (and new knowledge) to good use! 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.

‘Discuss your critical understanding of the concept of brand identity.'

The visual report must include the following

- A suitable cover page
- A contents page
- An introduction which sets the scene and very clearly outlines the structure, purpose and logic of the report.
- A critical discussion of the concept of brand identity and its importance. (In doing so you should evaluate associated concepts discussed within the module such as brand personality, brand physique, brand culture, brand relationships, self- image and reflection). Given the word count, you should discuss in depth 3 of the prism facets. select the ones you are keen to discuss most, in order to ensure depth in your critical discussion. The idea here is that you demonstrate wider reading and in-depth understanding of brand identity. Be sure to structure your report into suitable headed sections and guide the reader through the discussion.

- As this is a visual report, the report must contain visual examples of the concepts being discussed. For example, if you are discussing brand personality (or any other concept) - provide visual examples of brands who you feel have mastered this concept, or who need to improve, and provide brief summaries as to why you feel this is the case. These images should be integrated throughout the report and should appear below the relevant discussion of each concept.

- A conclusion
- Lastly select one of the elements of brand identity that you have chosen to critically analyse in your report. As an appendix to your report, you should develop a workshop activity that would allow you to facilitate a workshop in this area and therefor help to develop this aspect of a company's brand identity. The idea here is to develop an interactive, thought-provoking brand workshop that could be facilitated and communicated with clear instructions. The appendix should be no longer than two pages. Task instructions should be sharp, clear and concise.

Assessment Two

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.