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Qualification - BTEC HND in Business (RQF)
Unit Name - Brand Management
Unit Level - Level 5
Unit code - F/508/0600
Assignment Title - Brand Management
Unit Credit - 15
Unit Number - Unit 41
Learning Outcome 1: Demonstrate an understanding of how a brand is built and managed over time
Learning Outcome 2: Analyse how brands are organised in portfolios; how the brand hierarchies are built and managed
Learning Outcome 3: Evaluate how brands are leveraged/extended over time domestically and internationally
Learning Outcome 4: Evaluate techniques for measuring and managing brand value overtime
The assignment is designed and structured to assess your understanding of brand management. It explores a range of tools and techniques that can be employed to maximize brand value while looking at several case studies that contextualize information within real-world examples to aid understanding of how effective brand management can be achieved.
This assignment gives you a chance to demonstrate a comprehensive overview of brand management - starting with why brands are so important and how they are formed, through to measuring brand value and managing a portfolio of brands over time, analyse how brands are organised in portfolios and how brand hierarchies are built and managed, evaluate how brands are leveraged/extended over time domestically and internationally and finally evaluate techniques for measuring and managing brand value over time.
BE A CLASS TOPPER WITH UNIT 41 BRAND MANAGEMENT - BTEC HND IN BUSINESS (RQF) ASSIGNMENT HELP!
Regardless of funding, revenues, or company size, one of the strongest differentiators an organization can have is its brand. But brand strength doesn't happen on its own. It's a competitive advantage that needs to be earned. It takes organizational self-reflection, focus, and discipline to create a brand that customers prefer over competitors. That's why brand management is important. The brand must have rules placed around it to be easily upheld and presented appropriately. And it needs to be considerate to a quickly changing world with numerous cultural nuances. (Nina Brakel-Schutt 2019)
Assessment Task 1
You are preparing a training manual for two new team members in the marketing team who will work on developing branding strategy for the company. In the manual, the following needs to be included:
Explain the importance of branding as a marketing tool, analysing the key components that helps the organisation to have successful brand strategy, evaluating how a brand is managed successfully over time using relevant theories and models and appropriate examples from real-life organisations.
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Assessment Task 2
For this task, you need to choose a corporate brand. The brand of your choice needs to be consulted with your lecturer.
You need to Critically analyse brand portfolio management and brand portfolio management illustrating the brand hierarchy of your chosen brand using appropriate theories, models and frameworks.
Assessment Task 3
For this task, you need to choose a specific brand under the corporate that you have chosen for task 2.
You need to critically evaluate different techniques of brand extension and brand leverage to expand the brand over time in both the domestic and international market. On this note, you are to evaluate also the collaborative partnership for your chosen brand.
Assessment Task 4
You need to critically evaluate the techniques to measure brand value, brand awareness, market share, consumer attitudes and purchasing intent. You are also required to evaluate brand equity and audit and brand tracking techniques for a specific organisation.
LO1 Demonstrate an understanding of how a brand is built and managed over time
LO1 - 4
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context.
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
M1 Evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts. M2 Apply appropriate and validated examples within an organisational context.
LO2 Analyse how brands are organised in portfolios; how the brand hierarchies are built and managed
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management.
M3 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.
M4 Critically evaluate the use of different techniques used to leverage and extend brands.
LO4 Evaluate techniques for measuring and managing brand value overtime
P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples.
M5 Critically evaluate the application of techniques for measuring and managing brand value in relation to developing a strong and
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