Student needs to incorporate branding theories and produce a critical analysis
of one single brand.
Student can only choose ONE brand for this assessment.
Individual Report Submission Deadline:
Electronic submission 13th May 2020 Wednesday by 12noon (12 o’clock in the
afternoon) on Mole Turnitin.
Assessment Criteria for Individual Report (80%)
The following assessment criteria will be used:
Ability to demonstrate an understanding of branding literature (use of
appropriate branding terminologies, frameworks, models)
Appropriateness of theoretical analysis and the overall quality of the
arguments
Appropriateness of application to the chosen brand (effectiveness of
applying theories and concepts to the brand) and the overall quality of
the insights into the chosen brand
Quality of recommendations made to the chosen brand
(recommendations should be based on the analysis)
Report structure and presentation (Cohesion of answer; use of academic
English; Grammar; essay structure)
Academic sources used (relevance and range of academic journal articles,
textbooks and other supplementary sources on branding)
Standard of referencing (correct use of Harvard referencing)
Module Handbook Page 12
Submission Checklist for Individual Report
Individual Cover Sheet (can be found on MOLE)
Maximum 2,000 words report
Please follow the report structure as outlined in the module handbook
There will be 5 marks penalty if the submission is late.
There will be 3 marks penalty if the report is over the specific word
count (2,000 words)
There will be 2 marks penalty if the work is not in a report format.
Module Handbook Page 13
Students are required to present a critical analysis of a (single) brand. Students
MUST NOT choose the brands allocated in the seminars for group
presentations. The following aspects must be included:
Individual Cover Sheet (download from Mole)
Title Page
Executive Summary – in Bullet Point (300 words)
Introduction
Introduction to topic and brief background of brand (be critical;
justify your choice of brand)
100 words
Literature review
Critical literature review of branding theories you are utilising in
your report
1000 words
Application
Application of branding theories to your chosen brand
You may use the theories that was covered in the lectures or one
that you may have discovered by reading around the subject)
Use the branding theories to analyse the brand
450 words
Recommendations (Bullet Points only)
Short term and Long Term Recommendations for your brand
Which of the options would you choose to recommend to the
brand’s management team as the best way to manage the brand
150 words (use bullet points)
References (excluded from word count)
Appendices (excluded from word count)
