1) In the first assessment you will be asked to choose an existing brand and critically review and evaluate its brand development strategy. You must attempt to explain and justify the brand development decisions using relevant brand management theories. Your evaluation must be supported by relevant evidence in the form of secondary market research.

You will be asked to evaluate the brand marketing mix and link this to the overall brand strategy. We cannot evaluate brand strategy without examining the marketing mix.

Your approach must be critical and reflective. This means that you do not only evaluate what the company does but also why and how they implement the strategy.

We ask that you move away from the usual marketing and business theories such as PESTLE, SWOT, or Porter’s Five Forces and focus on different brand management theories.

2) Here are the marking criteria of the assessment. The first criterion is an introduction to the chosen brand: You will need to begin your report by introducing us to the brand that you choose.

In the report, you must be able to recognize the functional and emotional values of the brand as well as its vision, mission, and values. The second criterion is the ability to critically understand and apply theories, principles, and concepts of brand management to analyze the brand development strategy. The application of brand management theories and concepts is very crucial in this assessment.