Brand Evaluation and Analysis

On completion of this unit you should be able to:

1.Demonstrate the following knowledge and understanding

-To Identify and evaluate a range of different branding ideas, contexts and frameworks and to recognise emerging trends, developments and implications for consumer markets.

2.Demonstrate the following skills and abilities

-To review current brands to research, analyse, rate and report responding to the assessment tasks.

What do I need to do to pass? (Threshold Expectations from UIF)

In order to pass Assessment 2 you will need to:

Demonstrate an awareness of brand equity and value creation methods used by top 10 branding corporations.

Apply theory in supporting the points made analysing the company selected in the report you present; to develop a critical evaluation of the brand creation and management techniques within the company selected.

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on31/03/2020make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

As per previous Announcement on BREO, the assessment was discussed in detail during the seminar on 31st March. Please carefully read the assessment question (in the section “what am I required to do in this assignment”) and note the guidance below.

Ensure you are up to date with your reading of the core text which is freely available for you to read online. See ‘Teaching Schedule’ (in Unit Information folder) for Weekly Chapter Reading Plan as explained in previous lectures. In addition, please review the resources in the reading list folder that will help you prepare for your assessments and are available from the library.

Review your lecture/seminar notes, guided learning (including videos), and recorded lectures/seminars (in Week 10 and 11 about this assessment) and undertake desk research using the library resources. During your study and revision, take into consideration the following areas:

1.Preparation: very carefully read the assessment question “What am I required to do in this assignment” and the guidance in “How do I produce high quality work that merits a good grade?” at least 3 times whilst writing your assessment (underline and use highlighters), and before you finally submit (as a checklist).Please ensure that you leave yourself sufficient time to submit as any late submissions will automatically result in a repeat assessment that will be capped at 40% if it meets the pass criteria.

3.Assessment Theme: rate your chosen brand against each of the 10 components of the Kevin Lane Keller’s “Brand Report Card” (the words “rating the brand” in the above question means you should give the brand a score for each of the categories out of 10, see pages 586 – 588 of the core text, available online via reading list). Read this article and relevant sections of the core text (related to each of the 10 sections of the score card, as well as, Chapter 16) - before you start writing! You should always take into consideration the ‘theme’ for all aspects of your assessment and relate this to your answer.

4.Introduction: the introduction should describe clearly what you are going to be covering, and a good logical structure usually indicates you know what you are talking about.

a.Main Body: produce a report rating your chosen brand against each of the 10 components listed on the score card. Your report should demonstrate analysis (highlight relevant industry data based on credible research reports/peer-reviewedsources, and relevant theories specific to the question and each of the 10 areas); and recommendations (based on critical analysis evaluate the brands performance against each of the 10 areas). The sections of the report for the main body should be based on the 10 characteristics listed in the brand score card, for example:

The conclusion should not be introducing any new information but summarize the key points (and previous evidence you have used to support your argument), so it’s obvious you have answered the question that you have been given – if you have done the work properly the conclusion naturally follows after the ‘main body’.

1.Online Interactive Learning Platform: you should have now registered yourself (using your university email address) with McGraw Hill, and Pearson – to access the online interactive learning platform that I have organized for you to be able to access as part of your e-learning and asynchronous activity – see previous announcements for details w/c 13 April.

2.Study Hub (complete list – make sure you read the relevant guides… this can make a huge difference to your grades!): https://lrweb.beds.ac.uk/studyhub-library/a-z-resources. You can request an online appointment, click here for details (or email [email protected]). In addition, the following useful links will help you with this assessment:

a.Assignment Survival Kit

b.Academic Phrasebank

c.Academic Skills - Synthesising Evidence

d.Natural Reader

1.Question and Word Count: make sure you answer the specific question, and cover the key points using an appropriate amount of words in each section based on word count. The examiner will be looking for good insight and application, as well as, critical evaluation and reflection across a range of literature.  Check out this checklist for Study Hub tips.

2.Academic Underpinning: use authoritative academic theory from credible sources (core text or recommended books in reading list), apply the theory to the question (do not just quote it). Demonstrate research utilizing recommended reading list, library resources and suggested recommended websites (from Subject Guide/Reading List). Your research should include data that supports identified trends (with analysis).

3.Contextualization: use examples from the real world (brands/organizations) to support statements (so the examiner knows this is not just opinion based). Include examples/case studies from recommended reading or other authoritative websites like WARC.

4.Style& Structure: make sure you follow the correct guidelines based on the format e.g. a report is different to an essay.  In general, your ‘introduction’ should describe clearly what you are going to be covering, and a good logical structure usually indicates you know what you are talking about. The ‘conclusion’ should not be introducing any new information but summarize the key points (and previous evidence you have used to support your argument), so it’s obvious you have answered the question that you have been given – if you have done the work properly the conclusion naturally follows after the ‘main body’).

5.Written English: support is available from the study hub and guide for writing good English available on the resources section e.g. English accuracy and grammar. Please note: all international and EU students (UG and PG) should have taken the Communication Skills Unit in their first year. The purpose of this unit is to ensure you are able to write structured, professional assignments which attract high grades and to develop transferable written and speaking skills. If you have not done this, then please contact SID.

It is essential that you speak with the Student Information Desk who will refer you to Mitigation if for any reason you cannot submit on time – this should be done asap if you have not already done so.  Please note, that your reasons may not be accepted by the University and this will affect your final grade.

Finally, I suggest you review what you have written against the ‘Marks and Feedback’ section below to check your submission meets the criteria listed in the higher-grade sections. I’d recommend you upload your assignment the day before the deadline. Note, BREOSupport is available to you for anything related to using BREO, including online assignment submission process or issues ([email protected]).