Pearson

Higher Nationals in
Business

Unit 41 Brand Management

:
For use with the Higher National Certificate and
Higher National Diploma in Business
Brief Number: 1&2

First teaching from September 2016

 Higher National Certificate/Diploma in
Business

Student Name/ID Number

Unit Number and Title 41 Brand Management

Academic Year

Unit Tutor

Assignment Title Managing a Successful Brand

Issue Date

Submission Date

IV Name & Date

Submission Format

The submission is in the form of an individual written report. This should be written in a concise,
formal business style using single 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. Please also provide a bibliography
using the Harvard referencing system. The recommended word limit is 2,000–2,500 words, although
you will not be penalised for exceeding the total word limit.
Unit Learning Outcomes

LO1 Demonstrate an understanding of how a brand is built and managed over time.
LO2 Analyse how brands are organized in portfolios, and how brand hierarchies are built and
managed.

Assignment Brief and Guidance

Scenario

Choose a reputable brand carefully that you feel will have enough information and at least 5 to 10
years recent history, discuss your choice with your assessor before starting the assignment.

Write an informal business report which must include the following:

• A brief overview of brands and how they are developed, using examples from a variety of
organisations to enhance your answer.
• An explanation of the importance of branding as a marketing tool, and why and how it has
emerged in business practice.
• Analyse the brand equity of the case study using Aaker’s Brand Equity model or Keller’s
Customer-Based Brand Equity (CBBE) model.
• Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts.
• Review the brand strategies available to grow the brand and recommend the most
appropriate for your chosen brand by applying appropriate and validated examples.
• Critical evaluate by providing justified evidence of your understanding of branding within an
organisational context.
• Define, explain and critically evaluate the terms portfolio management, brand hierarchy and
brand equity management and analyse in detail the different strategies for each.

*Please access HN Global for additional resources support and reading for this unit. For further guidance and support on
report writing please refer to the Study Skills Unit on HN Global www.highernationals.com

HNC/HND Business 3
 Higher National Certificate/Diploma in
Business
Example Assessment Brief
Student Name/ID Number

Unit Number and Title 41 Brand Management

Academic Year

Unit Tutor

Assignment Title Measuring Business Excellence

Issue Date

Submission Date

IV Name & Date

Submission Format

The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes
allocated for questions. The presentation slides and speaker notes should be submitted as one copy.
You are required to make effective use of PowerPoint headings, bullet points and subsections as
appropriate and your research should be referenced using the Harvard referencing system. Please
also provide a bibliography using the Harvard referencing system. The recommended word limit is
1,500–2,000 words, including speaker notes, although you will not be penalised for exceeding the
total word limit.

HNC/HND Business 4
Unit Learning Outcomes

LO3 Evaluate how brands are leveraged/extended over time, both domestically and internationally.
LO4 Evaluate techniques for measuring and managing brand value over time.

Assignment Brief and Guidance

Scenario

You have been appointed at the Delight Branding Corporation a new and very successful brand
consultancy firm. (You may use a real brand consultancy firm of your choice if you wish).
Please discuss your choice with your assessor prior to starting the assignment.

You have been asked to give a talk on brand management to local students in their final year of their
MA in Marketing.

Your presentation will need to include examples from various organisations as well as the following:

• A brief opening definition and explanation of brand management.

• Evaluate how brands are managed collaboratively and in partnership, both at a domestic and
international level.
• Critically evaluate the use of different techniques used to leverage and extend brands, give
relevant examples.
• List then describe in detail and then evaluate the application of different techniques for
measuring and managing brand value in relation to developing a strong and enduring brand.
Include a selection of relevant advantages and disadvantages whilst using specific
organisational examples throughout.

*Please access HN Global for additional resources support and reading for this unit. For further guidance and support on
report writing please refer to the Study Skills Unit on HN Global www.highernationals.com

HNC/HND Business 5
 Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Demonstrate an understanding of how a brand is built and LO1-LO4

managed over time
P1 Explain the importance of
branding as a marketing tool
and why and how it has
emerged in business practice.
P2 Analyse the key components
of a successful brand strategy
for building and managing
brand equity.
D1 Provide a critical evaluation
that is supported by justified
M1 Evaluate how brands are
evidence demonstrating a
managed successfully over time
comprehensive understanding
using application of appropriate
of branding within an
theories, models and concepts.
organisational context.
M2 Apply appropriate and
validated examples within an
organisational context.

LO2 Analyse how brands are organised in portfolios; how brand

hierarchies are built and managed

P3 Analyse different strategies M3 Critically analyse portfolio

of portfolio management, management, brand
brand hierarchy and brand hierarchies and brand equity
equity management. using appropriate theories,
models and frameworks.

LO3 Evaluate how brands are leveraged/extended over time

domestically and internationally

P4 Evaluate how brands are M4 Critically evaluate the use of

managed collaboratively and in different techniques used to
partnership both at a domestic leverage and extend brands.
and global level.

LO4 Evaluate techniques for measuring and managing brand

value over time

P5 Evaluate different types of M5 Critically evaluate

techniques for measuring and application of techniques for
managing brand value using measuring and managing brand
specific organisational value in relation to developing a
examples. strong and enduring brand.

HNC/HND Business 6