Module Title

Creative Brand Strategy

Assignment Number

1

Module Code

MARK5076

Assignment Title

Creating a Brand using the “Low-Budget” Route

Module Leader

Dr Georgios Tsimonis

Assignment Weighting

100%

Assignment Release Date:

7.2.2022

Submission Date/Time:

20/05/2022 12:00 (noon)

Assessment Information – What you need to do

This assignment is an individual assignment. 

This assignment requires you to: 

• Identify a well-known branded article (product) of carbonated soft drinks available in the UK.
• Critically evaluate its market performance.
• Identify the nature and evaluate the strength of the (chosen) source brand, using appropriate and relevant brand theory.
• Conduct a brand image analysis on the source brand.
• From this, create and justify an identification brand which will become an exclusive brand, available only in Smart Buys.
• Produce an A3 picture board (in Word) of both the source (i.e. the existing manufacturer’s brand that you are going to imitate) and the identification brand.

The assignment is divided into two parts.

Part 1: Write a report proposing and justifying the new identification brand (80%).

Throughout this report you must apply marketing terms, brand concepts and relevant theory.  All claims must be supported by relevant information, figures and data.  

The emphasis should be on using brand theory and concepts to underpin your reasoning.

Specifically (for the report):

Incorporate the instructions below:

1. Critically evaluate from a market perspective the source brand (i.e. the existing branded article that you have decided to imitate).
2. Justify the identification brand that you are proposing using relevant marketing and brand theory.
3. Demonstrate an understanding of brand image transfer theory.

Include material from at least six academic journal papers, as well as textbooks, to help

you with your reasoning. 

Part 2: Produce an A3-sized picture board (in Word) of the source and the identification brand (20%)

This should have a title and relevant annotations which will explain the intrinsic and extrinsic attributes of each brand (the Source and the Target brands).

Criteria for Assessment - How you will be marked

Please see the “Marking Criteria” document.  

Further information on University mark descriptors can be found here. 

This assignment is designed to assess the following learning outcomes:

1. 1.     To appraise principles of brand strategy and management.
2. 2.     To critically evaluate the two routes to brand creation and development: the high-budget and low-budget.
3. 3.     To judge the theoretical role and practical application of the image transfer model.
4. 4.     To critically assess why and how brands are valued.
5. 5.     To develop analytical skills in the context of creating brand strategies.

Assessment Details

The word count is 3,500 words

There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by 10% or more.

The word limit includes tables, figures, quotations and citations, but excludes the references list and appendices.

How to Submit your Assessment

The assessment must be submitted by 12:00 noon (GMT/BST) on 20/05/22. No paper copies are required. You can access the submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
• All work submitted after the submission deadline without a valid and approved reason will be subject to the University regulations on late submissions.

If an assessment is submitted up to 14 days late the mark for the work will be capped at the pass mark of 40 per cent for undergraduate modules or 50 per cent for postgraduate modules

If an assessment is submitted beyond 14 calendar days late the work will receive a mark of zero per cent

The above applies to a student’s first attempt at the assessment. If work submitted as a reassessment of a previously failed assessment task is submitted later than the deadline the work will immediately be given a mark of zero per cent

If an assessment which is marked as pass/fail rather than given a percentage mark is submitted later than the deadline, the work will immediately be marked as a fail

• The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict.  If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the re-sit period following the main Assessment Boards). You must apply before the deadline. You will find information about applying for extensions and deferrals here.
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

Return of Marked Work

You can expect to have feedback returned to you on 21/06/2022. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online via Turnitin. It is important that you access the feedback you receive as this will help to make improvements to your later work, you can request a meeting with your Module Leader or Personal Tutor to discuss your feedback in more detail.

Marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed their review. More information on assessment and feedback can be found here.

Academic Integrity

In submitting a piece of work for assessment it is essential that you understand the University`s requirements for maintaining academic integrity and ensure that the work does not contravene University regulations. Some examples of behaviour that would not be considered acceptable include plagiarism, re-use of previously assessed work, collusion with others and purchasing your assignment from a third party. For more information on academic offences, bad academic practice, and academic penalties, please read chapter four of our academic regulations.

Academic Support and Your Well-being

Referencing is the process of acknowledging other people’s work when you have used it in your assignment or research. It allows the reader to locate your source material as quickly and easily as possible so that they can read these sources themselves and verify the validity of your arguments. Referencing provides the link between what you write and the evidence on which it is based.

You identify the sources that you have used by citing them in the text of your assignment (called citations or in-text citations) and referencing them at the end of your assignment (called the reference list or end-text citations). The reference list only includes the sources cited in your text. The main referencing guide can be found here and includes information on the basics of referencing and achieving good academic practice. It also has tabs for the specific referencing styles depending on whether you require Harvard style used in business or OSCOLA style used by the Law school.

The University has a wealth of support services available to students; further information can be obtained from Student Gateway, the Student Advice Centre, Library and Learning Services and, most importantly, your Personal Tutor. If you are struggling with your assessments and/or deadlines please do seek help as soon as possible so that appropriate support and guidance can be identified and put in place for you. More information can be found on the Healthy DMU pages.