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* Please attach this as your cover sheet during submission Student Name Student Number MARKING CRITERIA MARKS ALLOCATION EXTERNAL BRAND RESEARCH /30 Industry Outlook – Key problems and challenges, as well as consumer and market trends are clearly identified and well- synthesized. /15 Competitive analysis – Strengths and weaknesses of at least TWO competitors, their positioning (POP and POD), and branding strategies adopted are well-defined and discussed. Choice of the competitors is also clearly justified. /15 INTERNAL BRAND RESEARCH /25 Brand analysis – Critical comparison of the brand’s relative strengths and weaknesses, positioning (POP and POD), and branding strategies relative to its competitors are well-defined and discussed. /15 Consumer profiling – Target market is clearly defined and justified. /10 CONCLUSION AND RECOMMENDATIONS /10 Development and justification Recommendations are well justified and consistent (show clear linkages) with the research conducted /5 Creativity and critical thinking – Recommendations are creative and show evidence of critical thinking. /5 RESOURCES AND INFORMATION /10 Choice and selection – Uses an extensive and well-balanced range of resources such as peer-reviewed sources, business
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  • One '19
  • Brand, Bentley

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