Strategic Brand Management July 24, 2018 – Posted in: Order Custom Essay Paper
Strategic Brand Management
|UNIVERSITY OF EAST ANGLIA|
|Norwich Business School|
|Undergraduate Reassessment by Coursework 2017-8|
|Module Title:||Strategic Brand Management – 001 Coursework|
- Assignment Type : individual
- Word Limit: 2,500 words
- Contribution: 50% of overall module mark
- Please preserve anonymity by using your university number, not your name.
- Layout (compulsory): Font: Times New Roman or Arial; Font size 12; 1.5 line spacing; 1 inch (2.5cm) margins on all sides
- Your Task
Choose one of the brands from the list below. All these are fairly long-established brands that might be successful in their current state, but could do with a makeover to bring them into the 21st century. Building on your critical evaluation of its current strategy and the theory discussed in the module, your task is to develop a new/updated branding strategy for the brand you have chosen. Your recommendations must be fully justified and viable. Both your analysis and re-launch strategy should consider the UK market only.
Choose one of the following brands:
- Lyle’s Golden Syrup
- Quaker Oats
The following list might help give you some ideas to consider when analysing your chosen brand and developing a new branding strategy for it. However, please do not follow this slavishly – this is not a definitive list. You should only include some of the following if relevant, and your assignment need not be limited to these points:
- Brand awareness and image – are consumers sufficiently aware of the brand (and its entire product range) and do they hold strong, favourable and unique associations for it?
- Brand positioning – how is the brand currently positioned and should this position be shifted to attract a different target group?
- Secondary brand associations – could the brand benefit from association with other brands, causes, people, etc.?
- Brand elements – do the brand element require an update and if yes, how could that be achieved?
- Brand evolution over time – has the brand evolved successfully to meet market changes? Should the branding strategy be based on the brand’s heritage, or be modernised completely?
- Brand extensions – could the brand extend successfully into new categories?
- Pricing strategies and tactics – does the brand’s pricing strategy correspond to its chosen market, and does it need updating?
- Product strategies and tactics – what is the current product strategy and could it be improved (features, quality perceptions, performance etc.)?
- Channel strategies and tactics – should the brand develop better distribution policies and partners?
- Promotional strategies and tactics – what does the brand’s marketing communications strategy comprise and how could it be changed to alter consumers’ perception of the brand?
- Assignment Structure
Your assignment should contain the following sections:
- Executive Summary: This should highlight what the report is about, summarizing your analysis and your specific recommendations for the brand relaunch. Remember the executive summary is there for the busy executive who hasn’t got time to read the whole report, so it should include all important information.
- Table of Contents
- Brand Analysis: This should be a critical evaluation of your chosen brand’s current strategy. Please do not just describe what the brand is doing – try to dig deeper. This requires you to analyse your brand, assess its current promotion and positioning, and identify potential weaknesses or why it needs updating. You should use this section to demonstrate your knowledge of brand theory by citing the work of relevant authors.
- Recommended Brand Relaunch: This is an important section, as you should use it to demonstrate your ability to make realistic suggestions. You should devise a coherent and viable strategy for your brand that attracts consumers’ attention, improves brand equity and has the potential to increase market share. Ask yourself: What is the overall brand message that your re-launch should convey, and how can all the different activities/measures, which you are suggesting, contribute to conveying this message?
Remember to fully justify your ideas. This means explaining not only why they are good, but also recognising any potential problems, costs or weaknesses involved. Try to be as specific as possible. If you are recommending that your brand devises a new advertising campaign, explain or illustrate the images it should portray, what the brand message is, and where the campaign should be placed. You could use this section to demonstrate your knowledge of brand theory by citing the work of relevant authors.
- Conclusion: You should use this section not only to briefly summarise your brand analysis and recommendations for its relaunch, but also to convince the reader of the quality of your ideas. Make a compelling case for your suggestions, and how your makeover strategy will enhance the brand’s equity.
- Appendices (optional): This may be any material you feel would help illustrate or substantiate your analysis and recommendations. If you have collected any primary data, you need to include details here, i.e. a full presentation of results (e.g. bar or pie charts for each question), plus the questionnaire or interview guide that you have used. Do not use the appendix to try to overcome the word limit.
- References: This should only include material that you have read and cited in the report. Please make sure you use at least 7 academic sources (articles from academic journals or textbooks). You must follow the Harvard referencing method (see your UG Student Handbook for more details).
Remember, the power of a brand lies in the mind of the consumer – so choose a brand that appeals to you and inspires you to come up with an inventive new campaign. Be creative – you do not have to go down the ‘standard’ advertising/sales promotion route to re-create your brand. However, your recommendations must be realistic, feasible in practice and make sense for your chosen brand. Research the brand to see what has been done before, and if you can potentially build on that. If you can identify any weaknesses in the brand’s current strategy, use these to argue your case and support your own recommendations. In your re-launch strategy, you can suggest a radical makeover or only gentle changes for your brand (or anything in between), as long as you can provide sound reasons and arguments for your recommendations. When developing your relaunch strategy, do not just describe the tactics (i.e. individual tools such as advertising, direct mail, sponsorship etc.) but tell the overarching ‘story’ – the image and values your campaign wants to convey and how they enhance brand equity.
The primary aim of the report, and a key criterion for awarding high marks, is your ability to demonstrate that you have a sound knowledge of brand management theory. You can do this through your analysis of your brand, but particularly through your proposed brand relaunch. Good marks will not be awarded for assignments that merely describe a brand’s current strategy, but do not develop justified recommendations for a new/updated branding strategy. While the initial analysis is important, your focus should be on your suggestions for a makeover.
I also expect you to read around the subject of brands and branding. Demonstrate that you have done this by citing the work of scholars who have written about brands. Use a minimum of seven references from academic sources. You can achieve additional marks by citing not only textbooks, but also academic journal papers to underpin your argumentation. Finally, use references from newspapers, company websites, market reports etc. to support your analysis of the brand’s current strategy and to demonstrate that your recommendations are realistic and viable. If you cannot find sufficient market data for your chosen brand, you should also conduct primary research to have a basis for your relaunch recommendations.
Do not exceed the word count. I encourage the use of pictures and images to illustrate your work. For example, rather than describing the concept for a new advertising campaign or packaging in detail, you could draft a basic layout or design (it does not have to be perfect; this is not a graphic design assignment after all). Your assignments will be colour-printed, so you can include visual material.
Please note that there is no ‘right’ answer. Two students can produce widely different reports, using different brands and theories, making different recommendations and both score good marks.
- Marking Criteria
A marking grid based on the UEA Senate Scales will be used for this assignment. This is to ensure that the criteria your work is marked against are transparent and to give you an indication what you need to do to achieve a good mark. You can download the marking grid from the 6023Y Blackboard site – please ensure you are familiar with it before starting your assignment.
The deadline for submission for all reassessment coursework is 15:00 on .
The assignment will be submitted electronically via e:Vision or Blackboard; there will not be an option to submit a hard copy. Even late assignments, or those that have extensions, should be submitted electronically rather than in paper format. Work uploaded after 15:00 on the specified deadline day will incur a late penalty unless there is an approved extension. Students are advised not to leave it to the last few minutes before 15:00 to upload work, just in case they encounter any upload problems.
Electronic submission will be by PDF and for those submitted via e:Vision, printing will be in black and white unless your Module Organiser has indicated otherwise. As part of the upload process, a coversheet will be automatically attached to your work before the work is printed out.
Students will need to fill in the following on the e-cover sheet:
- Add in the marker’s name where they have been asked by their lecturer to do so.
- Students should add in the Word Count for their piece of work, including the footnotes and endnotes, references (in the main text), tables and illustrations and if applicable the abstract, title page and contents page. Any appendicised material and the bibliography or reference list should not be included in the word count.
- Students should also apply their Specific Learning Difficulty (SpLD) e-sticker, if appropriate
Where your module is being marked via Blackboard, please go to the module Blackboard site and submit your work via Reassessment 17-18, in the left hand column. General instructions regarding Blackboard submissions can be found here.
How will you know where to submit your work?
Your coursework submission page on the portal will tell you. If there is a link to submit directly from the page, this means you are submitting via e:Vision. If there is an instruction beside the assessment item saying ‘work to be submitted via Blackboard’, then you must go to the module Blackboard site. If in doubt, please contact your hub immediately to check.
University Policy on Plagiarism and Collusion
It is important that all students familiarise themselves with the rules and regulations regarding plagiarism and collusion. Understanding these rules will help you to avoid plagiarism and to maintain the quality of your academic work.
The current rules and regulations can be found here.
Information and support on how to avoid plagiarism can be found in http://www.uea.ac.uk/plagiarism
Individual study skills support and advice on referencing is also provided by the Learning Enhancement Service at the Dean of Students Office.
You may be requested to provide a digital copy of your coursework (after an initial examination of the hard copy by the coursework assessors) for use with plagiarism detection software. Instances where plagiarism is suspected will be investigated. Students who are found to have plagiarised will be penalised.
In proven cases offenders will be punished and the punishment may extend to degree failure, temporary suspension or expulsion from further study if the case comes before a Discipline Committee of the University.
All reassessment coursework must be submitted by 15:00 on Monday 20th August 2018. Failure to submit on time without an approved extension will result in a penalty for late submission.
Please note that the deadline represents the last time that a piece of work can be submitted, and not a target. You are advised to plan ahead, and submit work well in advance of the deadline. This will help to ensure that any last minute delays do not result in late submission.
Extensions to Coursework Deadlines
In exceptional circumstances, you may be entitled to request an extension to a deadline for the submission of work required for assessment. Requests for coursework extensions should be applied for online via eVision together with appropriate supporting evidence.
Extension requests can be submitted on the following grounds:
- Medical (subject to a doctor’s note)
- Serious personal issues (subject to supporting evidence)
Extension requests cannot be considered for the following:
- Poor time management
- Transport or parking delays
- IT problems (unless evidence can be provided from an IT technician)
- Medical or personal circumstances that are not accompanied by supporting evidence
You should plan your work so that minor delays do not prevent submission on time. In all cases, you should ensure that you make regular backup copies of all coursework in progress.
Where extenuating circumstances prevented you from applying for an extension in advance of the deadline, work submitted after the deadline should be accompanied by an online extension application. Allowance will be given for acceptable extenuating circumstances and in such cases penalties for late submission will not be applied.
Extension requests will be considered by the Coordinator in those instances where acceptable extenuating circumstances exist and the request is submitted before the deadline. The designated member of academic staff in the School will consider all other requests.
Penalties for Late Submission
If you submit coursework after the published deadline, without an approved extension, the following penalties will apply:
|Work submitted||Marks deducted|
|After 15:00 on the due date and before 15:00 on the||10 marks|
|day following the due date. (Up to 24 hours)|
|After 15:00 on the second day after the due date||20 marks|
|and before 15:00 on the third day after the due|
|date. (Up to 72 hrs)|
|After 15:00 on the third day after the due date and||All the marks the work merits if submitted on time (i.e.|
|before 15:00 on the 20th day after the due date.||no marks awarded.)|
|(Over 72 hrs)|
|After 20 working days||Work will not be marked and a mark of zero will be|
Late submission of pass/fail marked work for assessment in the absence of acceptable extenuating circumstances will be awarded a fail mark.
Saturdays & Sundays will not be taken into account for the purposes of calculating marks deducted.