Brand Plan Marking Guide for MARK5821.docx

Brand Plan Marking Guide for MARK5821.docx - MARK 5821...

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MARK 5821 – Group Project MARKING GUIDE Assignment Aims The purpose of this assignment is to - Critically evaluate a brand, in terms of its strengths, weaknesses, and implied strategic direction - Propose strategic recommendations for leveraging a brand, using established theory and your assessment of available data; - Anticipate factors influencing the success or failure of the proposed strategy Brand Audit (30%) Excellent V. Good Good Fair Poor Overview of the market (i.e., clearly sets the market scope and summarises important characteristics) Review of the brand - heritage and sources of brand equity Describe key brand associations -strength, favourability and uniqueness Summary of competitive environment - Opportunities/Threats to brand relevance Evaluate brand positioning (i.e., is it properly positioned) Stretching the brand (40%) Excellent V. Good Good Fair Poor Strategic rationale Recommendation of overall brand image Line/brand extension fit with brand, desired image and positioning
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