branding and communication
Coursework #2 Instructions
This individual coursework
branding and communication
Coursework #2 Instructions
This individual coursework counts 70% toward your final course mark.
Course Learning Outcomes: This coursework has been designed to test your achievement of the following course learning outcomes:
1. To examine the dimensions and activities associated with effective brand creation and development.
2. To examine the theories and concepts that explain the form and function of brands.
3. To identify the rationale and obstacles toward adopting integrated international marketing communications and branding at various levels throughout an organisation.
4. To critically review the brand management strategies of firms.
Coursework instructions:
You are required to write an individual report on related brand and communications concepts for a new brand, based around an advertisement film which you will produce and submit with your report.
You should produce a written report of 3,000 words in relation to the brand and communications concepts you have devised. The report should include the following points:
The Brand: the rationale behind the branding concept including the name; brand history/background; marketing research.
Brand characteristics & positioning: brand characteristics concepts and their association with target audience.
Brand Symbolism: the socio-cultural meaning of the brand in relation to the brand image; semiotics.
IMC: a justification of why you feel that the advertisement you design will achieve a marketing advantage for the brand.
Marketing communications strategy: strategic planning; the brand strategic issues; brand equity.
Use of current communications and/or branding framework(s) to justify your brand e.g., digital media etc.
Rubric for this coursework: Rubric_CW2_2024-1.docxDownload Rubric_CW2_2024-1.docx
Instructions for submission
Your report should be no more than 3,000 words for your total submission (+/- 10%) for the assignment.
In order to complete the assignment, it is essential that you make use of relevant academic journal articles. You must reference at least 20 journal articles throughout the assignment. You will conduct your own independent literature searches using the electronic databases.
Your submission must be written in report style, with clear citations in text and you are required to use the Harvard Referencing system and note that references are not included in the word count.
You may attach your visualisations/diagrams as an appendix which is NOT included in the word count, and of course you can refer to them as appropriate.
If you are suspected of plagiarism, either of published or unpublished sources, including the work of other students, or of collusion you will be dealt with according to the School and University guidelines.
This is a report as noted above. Coursework deadline – completed assignments must be submitted to CANVAS.
Students must submit coursework to Turn-it-in, ensure that they have a receipt of their similarity percentage and submission confirmation.
This assignment is a Digital Submission Only; please do not attempt to submit your assignment in paper form. There will be a Turnitin submission window on CANVAS that allows you to practice your submission, and then you should submit your final draft via Turnitin before the deadline. Submissions will not be accepted via email or in paper form.
comments by the teacher for improvement in the power point presenation based on which the report has to be written:
Criteria Ratings
Brand
Comments
– Brand introduction- Interesting concept- need for elaboration on how this would be rendered. Vision, mission and values can be included. What is the USP of the brand though- what are the current alternates in the market? Practicalities not clearly relayed.
Market research is devoid of any facts and information on the market conditions- where in UAE?
– Semiotics- Name and logo connection attempted, technicality of choice can be further explored with semiotic literature. A connection to a familial connection and community build-up is conveyed well.
– Segmentation- the layers of segmentation are not broached upon; clear focused detail and data (such as published syndicate reports) is amiss. Market research could bring in more published and valid reports, necessary for evidence building-target segment, is there a community need for the same? Can the targeting clarify which one is the primary and which one is the secondary segment? That may help to know which one is to be gone ahead with in the strategy plan and IMC.
Brand personality and attributes could be more strongly connected to the segment then.
– Competitive analysis- Points of parity and points of difference and the value proposition included – comparison chart was important, should have explored. A further pathway for building brand equity could be included.
IMC
Comments
IMC model- A clear IMC model not chosen for representing the overarching IMC strategy- should be included for a clearer strategy focus.
IMC strategy framework is not relayed.
– Communication strategy is hazy with no imminent connection made to the target segment.
– Choice of channels made–no clear data or logical flow to explain the choices. some interesting ideas- connect to the target segment and then how these build equity.
– Inclusion of budgets, media plan and way forward for the communications to connect to marketing performance and metrics is not included.
– Challenges in IMC and brand development not included
Brand equity- no brand development initiative to relay how the brand would grow past launch. Practical notions are amiss.
Communication
Comments
– Structure and flow is fair- The detailing can be improved along factual and strategy elements.
Text heavy slides, could have made use of infographic representation, animation and charts for a visually clearer representation.
– In-text citations within the slides is provided.
– The structure and flow could be further tightened; some important elements of the assignment are neglected