large international corporation

Individual Brand Plan

Assesment Type – Proposal/Plan

 

Length = 4000 words (+/- 10%)

Description –  As a brand consultant, you have been invited by a large international corporation
to provide a report on a new brand you wish to develop or extend and market into
a single geographic market.

This organisation plans to develop or extend a new brand therefore you are required to provide a brand plan for a twelve-month period that aims to create a brand plan to develop or extend a new brand for the organisation. The branding outcomes you are likely to aim for is to achieve brand engagement, loyalty, trust, satisfaction and/or any other satisfactory outcome for the organisation.

This organisation will need your advice and reasoning behind all aspects of the brand’s development and marketing. You must clearly outline any assumptions you have made and incorporate academic literature to support/justify your ideas. Unsubstantiated statements will not provide credibility to your discussion.

This organisation plans to develop or extend a new brand; therefore, you are required to provide a brand plan for a twelve-month period that aims to create a brand plan to develop or extend a new brand for the organisation. The branding outcomes you are likely to aim for is to achieve brand engagement, loyalty, trust, satisfaction and/or any other satisfactory outcome for the organisation. This organisation will need your advice and reasoning behind all aspects of the brand’s development and marketing. You must clearly outline any assumptions you have made and incorporate academic literature to support/justify your ideas. Unsubstantiated statements will not provide credibility to your discussion and you may possibly be marked down. If you wish to discuss your brand and its extension, please do not hesitate to get in touch with me. 

1-High Distinction (HD)

Demonstrates excellence in identifying and accurately summarising the target market for the new brand. Target market selection is skilfully informed by a range of appropriate secondary sources.

2- High Distinction (HD)

An excellent competitor analysis performed for the new brand. A number of primary and secondary competitors identified and discussed. Competitor analysis is skilfully informed by a range of appropriate secondary sources.

3- High Distinction (HD)

Demonstrates excellence in identifying and accurately summarising a range of appropriate POP and POD. Identification of POP and POD are skilfully informed by analysis undertaken in the competitor analysis.

4- High Distinction (HD)

Demonstrates excellence in identifying the role of brand awareness in developing brand equity. Multiple, relevant, scholarly secondary materials used to support brand element selection. Deep analysis provided in all instances.

5- High Distinction (HD)

Demonstrates excellence in identifying the role of brand image in developing brand equity. Multiple, relevant, scholarly secondary materials used. Deep analysis of both brand associations (core and secondary) and brand mantra provided.

6- High Distinction (HD)

Demonstrates excellence in identifying and accurately summarising the communication strategy developed to build brand equity. Multiple, relevant, scholarly secondary materials used to support message and creative strategy. Deep analysis provided in all instances.

7- High Distinction (HD)

Identifies appropriate and realistic method/s for measuring brand equity. Methods are clearly supported by multiple relevant, scholarly secondary sources. Deep analysis provided.

8- High Distinction (HD)

Provides a range of appropriate and insightful recommendations that are clearly supported by analysis undertaken in the brand plan. Recommendations are prioritised.

9- High Distinction (HD)

Discussion is logical. Secondary sources are synthesised and critically integrated to form a coherent argument. Assumptions are relevant and clearly stated. Extensive use of discipline terminology is correct in all instances.

10- High Distinction (HD)

The report is very well structured. Information is very well organised and easily accessible to the reader. Appropriate and consistent referencing provided with no errors (APA style).