Global Brand Management

Assessment Brief

Instructions for assessment

1. Summative assessment

The summative assessment for this module consists in an individual business report, a brand audit, on a self-selected brand. You will have to choose a well-known global brand for your assessment. This brand can be of any type (luxury, mass market, online, etc.) and from any product category (food and beverage, consumer electronics, fashion, jewellery, etc.), however you will not be allowed to use the same brand as the one provided for the formative assessment. In the brand audit, you are expected to conduct a comprehensive examination of your brand and, based on this analysis, elaborate global managerial recommendations on how to develop your brand in the long-term. Your analysis will be based entirely on information from public secondary sources and/or primary data (if necessary), company websites, as well as your own personal or professional experiences and insights.

The word limit for this assessment is 3,500 words including tables and figures but excluding references.

Your brand audit should include the following sections:

1. An introduction which presents the global brand you selected and briefly describes the background about this brand including its history, vision/mission, and performance. (About 500 words)
2. A brand inventory, which includes a critical analysis of the global branding strategy, brand positioning, and brand elements of the global brand you selected. In this analysis you need to consider the country where the brand was originally developed plus at least one additional country where the brand is present. (About 1500 words)
3. A brand exploratory, which consists of a critical analysis of the consumer-based brand equity of the global brand you selected. In your brand exploratory you need to consider the same countries that you considered in the brand inventory and compare / contrast. (About 1000 words)
4. Development of globally relevant managerial recommendations on how to develop the brand in the long-term. Based on your previous analysis in the brand inventory and brand exploratory sections, what opportunities can you identify for the brand? (About 500 words)
5. A bibliography which includes all the references that you used to carry out your brand audit in Harvard format. (Not included in the word count)

How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid provided in this assessment brief.  When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.

Referencing

You MUST use the Harvard System.  The Harvard system is very easy to use once you become familiar with it.

Assignment submissions

The Business School requires a digital version of all assignment submissions.  These must be submitted via Turnitin on the module’s Moodle site.  They must be submitted as a Word file (not as a pdf) and must not include scanned in text or text boxes.  They must be submitted by 2pm on the given date.