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Assignment Question

The document outlines the requirements for a group project assessing a brand in Vietnam. It has two parts: 1) A brand audit to evaluate the brand's strengths, weaknesses, value proposition, and strategic direction through research on the brand's essence, positioning, differentiation, identity, and evaluation processes. 2) A brand plan proposing ways to leverage the brand's strengths through a new line/brand extension, covering strategic initiatives and tactical details like names and designs. It provides guidelines on the format, referencing, appendices, and assessment criteria which focus on strategy application, research, and plausibility of proposals. Group members must evaluate each other's contributions and the report is due in Week 10.

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9 views

Assignment Question

The document outlines the requirements for a group project assessing a brand in Vietnam. It has two parts: 1) A brand audit to evaluate the brand's strengths, weaknesses, value proposition, and strategic direction through research on the brand's essence, positioning, differentiation, identity, and evaluation processes. 2) A brand plan proposing ways to leverage the brand's strengths through a new line/brand extension, covering strategic initiatives and tactical details like names and designs. It provides guidelines on the format, referencing, appendices, and assessment criteria which focus on strategy application, research, and plausibility of proposals. Group members must evaluate each other's contributions and the report is due in Week 10.

Uploaded by

2154011044trinh
Copyright
© © All Rights Reserved
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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BM2022

ASSIGNMENT QUESTION

PURPOSE

The purpose of the major assignment is to help you to:


- Critically evaluate a brand, in terms of its strengths, weaknesses, value and implied strategic
direction;
- Propose strategic recommendations for leveraging a brand, using established theory and
your assessment of available data;
- Anticipate factors influencing the success or failure of the proposed strategy;
- Apply theoretical concepts in a specific business context, in order to integrate theory and
practice in the process of strategic brand management;
- Work effectively in a group environment.

REQUIREMENT
Group Project (30%)

You are required to work in a group consisting of approximately 8-10 members to develop a
practical project for a brand in Vietnam of your choice. There are two components to the
assignment: Brand Audit and Brand Plan (see below for a description of each, and see “Brand
Focus 8.0 – Rolex Brand Audit”, pp. 287-293, for your reference).

Part A: Brand Audit


A brand audit enables the organisation to know what factors are contributing to a brand’s
performance. An audit gathers and evaluates information about the brand and competing
brands. It can be used to answer questions such as: What is my brand? What is the core
proposition of my brand? What do my customers/clients/employees think about my brand?
Who are the competing brands and what are they doing? What opportunities are emerging
and what can threaten the brand?

To do this, each group must first agree an appropriate level of analysis (corporate, umbrella,
or product brand) and an appropriate geographical coverage (global, regional, or local). Then,
you must gather information on characteristics such as: brand essence, brand positioning,
differentiating attributes, presentation of the brand (identity), and monitoring and evaluation
processes.

A variety of sources should be used to assemble this profile. You should consult business
publications, trade magazines, journal articles, books, and company sources such as annual
reports and websites. Market research evidence would be good to see (if you get hold of any).
But, please do not pester brand managers of the selected brands – they have a job to do and
that isn’t to answer dozens of queries from marketing students!

Potentially, there is some overlap here with the sort of broad SWOT analysis that you may
have undertaken in Marketing Management. However, here the focus should be firmly and
squarely on brand-related issues – we do not want to be presented with a wideranging
marketing audit of all the organisation’s activities.

Part B: Brand Plan – Stretching the Brand


This part is forward-looking. Your task is to assess the sources of brand strength for your
selected brand and suggest ways to leverage that strength in terms of a specific line/brand
extension (of your own choosing). Ongoing and new initiatives should be considered at a
BM2022

strategic level (brand positioning and extension, product and geographical portfolios, etc.)
and at a tactical level (names, logos, designs, packaging, communications, etc.). Marketing
communications will come into this planning process, but we do not want to see the same
kind of creative and executional detail (with respect to Marcoms) that you may have put into
the assignment for IMC.

However, creative and executional detail with respect to names, logos, designs, etc. for your
line/brand extension is expected.

Group Project Progress Report (not graded)


You are required to submit a progress report in week 8 in class. This report will comprise the
names of your team members, the brand allocated to you for audit, an outline of how you are
planning to carry out the assignment and progress to date. This will not directly contribute to
your final grade. The purpose of the progress report is to help you manage your time and give
you the opportunity to gain feedback. It is in your best interest to treat this seriously – it is
better to identify and resolve problems at this stage than to let these carry across into your
final report. It is mandatory for all groups (and group members) to be present and contribute
to this progress report.

Format, structure, style, guidelines


The report should contain both the brand audit and the proposed plan for your line/brand
extension, taking not more than 30 slides (2 slides/page printout). Please make a copy of the
report for your records.

Reference List
Use APA 6th Referencing. Refer to the course outline for further clarification.

Appendices
Use only where relevant and absolutely necessary. Refer to your appendices within the main
body of your report. Label your appendices and any tables and diagrams within them

Assessing Individual Contributions for Group Project


At the end of the project, group members will be asked to complete a peer evaluation of each
group member (see below). Ideally, all members of each group will receive the same mark.
However, in some cases individuals may be assigned different marks if there are consistently
poor evaluations of group member(s). It is therefore in your interest to make your group work
effectively to ensure the delivery of high quality output.

Individual Name Contribution


…/100%

Marking Criteria for Group Project


Broadly speaking, criteria for the brand audit include: focus/scope of audit, evaluation of the
brand, use of theory/frameworks, factual content, research support, and appreciation of
business context. Criteria for the brand plan include: use of insights from the audit, specific
proposals for your brand extension, imaginative solutions, and the plausibility of proposals.
The grading scheme gives more weight to the plan (Part B).

Due Dates
The final report (printed copy of your written report) is due in week 10 – should be handed in
at the start of presentation, accompanied by a Assignment Cover Sheet.

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