BRAND AUDIT ASSIGNMENT BRIEF
CHOSEN BRAND – NEXUS BY GOOGLE–(CELL PHONE)
Purpose of the Assessment
This assessment requires you to conduct a Brand Audit for a brand of your choice. NEXUS
Brand Audit and Recommendations Report
Students are asked to conduct a Brand Audit for a brand of their choice and to make both strategic and tactical recommendations for maintaining and building brand equity for their chosen brand over the next three years. Word length is 2000 words.
See the attached SAMPLE BRAND PLAN SUMMERISED ONTO ONE PAGE PDF and ppxfile. This is to follow when writing the report and based on that report make your own brand plan summerised onto one page.
Use at least 15 references
This book must be used as source of information
Keller, K. L., Aperia, T., Georgson, M. (2015-11-30). Strategic Brand Management: A European Perspective, 2nd Edition
Assessment Task and Guidance
Report
i) Using a variety of information sources; provide a concise account of the brand’s current situation (brand inventory and brand exploratory) including a SWOT analysis and key brand challenges summary. NEXUS
ii) Make both strategic and tactical recommendations for maintaining and building brand equity over the next three years. Include a 1page brand plan summary in appendix 1.
Word length: 2,000 words
Format: use report format that reflects the grade sheet
Executive summary, methodology, references and appendices (max. 3 sides) are not included in the word count. You should fully reference your report using Harvard style.
Please READ THE ATTACHED PPX FILE Chapter 2: BRAND POSITIONING
Keywords to look out for:
POPs, PODs & BRAND MANTRA
BASED ON THE BRAND YOU ARE CURRENTLY WORKING ON, HIGHLIGHTTHE BRAND MANTRA, POPs & PODs (ESPECIALLY IN RELATION TO 1 OR 2 VERY CLOSE COMPETITORS)
Assessment Breakdown
Individual Written Assignment Grade Sheet
Assignment One – Brand Audit
Assessment Criteria
External Audit 25% A+ A A- B+ B B- C+ C C- D+ D D- F+ F F-
Brand current market situation
analysis – external environment including competitor positioning and customer perceptions review Excellent critical analysis. Content is both complete and highly relevant showing consistent thought and understanding theories & concepts in brand management Clear, critical analysis. Content is good and shows clear understanding of the process for context analysis in brand management Content is satisfactory but with some omissions but demonstrates a reasonable understanding of key issues Content shows deficiencies in basic understanding of the concepts and key issues involved The response fails to address the task and the issues involved and consequently there is a complete lack of understanding
Internal Audit 25% A+ A A- B+ B B- C+ C C- D+ D D- F+ F F-
Brand current market situation
analysis – internal
environment including current brand strategy, tactics review and financial performance evaluation
Excellent critical analysis. Content is both complete and highly relevant showing consistent thought and understanding theories & concepts in brand management
Clear, critical analysis. Content is good and shows clear understanding of the process for context analysis in brand management Content is satisfactory but with some omissions but demonstrates a reasonable understanding of key issues Content shows deficiencies in basic understanding of the concepts and key issues involved The response fails to address the task and the issues involved and consequently there is a complete lack of understanding
Recommendations 25% A+ A A- B+ B B- C+ C C- D+ D D- F+ F F-
Brand recommendations;
Strategic and tactical.
1 page brand plan summary Excellent reflection with insightful and justified strategic and tactical recommendations. Integrated 1 page brand plan summary. Good reflection and some evidence of insight with sound, justified strategic and tactical recommendations.
Competent 1 page brand plan summary. Demonstrates some reflection and offers relevant recommendations but tends to lack depth and focuses on tactical issues. Sound 1 page brand plan summary.
Lacks insight. Limited recommendations offered and all tactical in nature.
Brand plan summary lacks coherence or not included. Lacks any critical analysis or viable recommendations. No brand plan summary included.
ASSESSMENT CRITERIA
Show evidence of appropriate reading through understanding and referencing. The assignments will also test students’ reasoning powers, critical thinking and evaluative skills, together with their ability to complete individually based assignments effectively, and to create and sustain a substantial argument. Show evidence of an ability to synthesize, criticise, and evaluate theories and concepts, together with problem-solving skills. Derive conclusions from an analysis of material. Ability to locate and interrogate qualitative and/ or quantitative data.