Assignment Brief (RQF)

Higher National Diploma in Business

Student Name/ID Number:

Unit Number and Title: 41: Brand Management

Academic Year: 2020

Unit Assessor: Carine Le Port

Assignment Title: Measuring Business Excellence

Issue Date: 5-Mar-2020

Submission Date (Formative): 5-June-2020

Feedback: TBC

Submission Date (Summative): 19-June-2020

Internal Verifier Name: Dr. Sein Min

Submission Format:

FORMAT: INDIVIDUAL REPORT

The report should be written in a concise, formal business style using 1.5 line spacing and font size 12. You are required to make
use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced
using the Harvard referencing system. The recommended word limit is 2,500 to 3,000 words.

Unit Learning Outcomes:

LO3 Evaluate how brands are leveraged/extended over time domestically and internationally

LO4 Evaluate techniques for measuring and managing brand value over time

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 1.0 – November 2017
DCL 1 – Public (Unclassified)

1
Assignment Brief and Guidance:

THE SCENARIO:

Choose ONE international brand of your choice.

You are a Brand Manager in this particular company and the executive committee is not familiar with brand management
concepts.
You are asked to write a report covering the following elements:
• Definition and explanation of brand management both at a domestic and international level.
• Evaluate how brands are managed collaboratively and in partnership, both at a domestic and international level.
• Identify how a brand’s performance can be evaluated.
• List and describe in detail the different techniques for measuring and managing brand value, including the advantages
and disadvantages.
• You are expected to use specific organisational examples in each parts of the report.

Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction

LO3 Evaluate how
brands are
leveraged/extended
over time domestically
and internationally
LO4 Evaluate
techniques for
measuring and
managing brand value
over time
P4 Evaluate how
brands are managed
collaboratively and in
partnership both at a
domestic and global
level.
P5 Evaluate different
types of techniques for
measuring and
managing brand value
using specific
organisational
examples.
M4 Critically evaluate
the use of different
techniques used to
leverage and extend
brands.
D1 Provide a critical
evaluation that is
M5 Critically evaluate supported by justified
application of evidence demonstrating
techniques for a comprehensive
measuring and understanding of
managing brand value branding within an
in relation to developing organizational context.
a strong and enduring
brand.

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 1.0 – November 2017
DCL 1 – Public (Unclassified)