STRATEGIC BRAND MANAGEMENT

OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 19
STRATEGIC BRAND MANAGEMENT
Unit Reference Number R/618/1618
Unit Title Strategic Brand Management
Unit Level 7
Number of Credits 20
Total Qualification Time 200
Guided Learning Hours (GLH) 100
Mandatory / Optional Mandatory
Unit Grading Structure Pass/Fail
Unit Aims
This unit aims to develop learners’ understanding of the key principles that underpin
Managing brands and brand equity. The module enables you devise a strategic approach to
branding for product/service level consistent with the corporate brand. The learners will
develop an understanding of how to do marketing from a branding perspective. The learner
will gain the skills to establish and position brand strategy, and also manage the brand so it
continues to deliver the brand promise. The learners will also important issues involved in
building strong brands and in maximising the value of existing brands in various industries
and sectors.
Learning Outcomes –
the learner will:
Assessment Criteria –
the learner can:
1. Understand the concept of
brand and how branding
relates to other areas of
marketing including,
sustainability and corporate
communications.
1.1 Analyse the concept of a brand, brand elements and
brand management.
1.2 Analyse the relationship between corporate
communication, corporate branding and individual
product branding.
1.3 Evaluate the relationship between brand identity,
brand image, brand positioning, and brand
personality.
1.4 Evaluate the role of corporate social responsibility
and sustainability practices in branding.
2. Understand branding
models, brand equity, brand
personality, corporate
reputation and corporate
communication and their
interrelations.
2.1 Analyse the factors that drive brand identity and
brand positioning.
2.2 Analyse brand personality of a brand or an
organisation.
2.3 Analyse the interrelationship between brand.
management and corporate reputation to sustain
brand equity.
2.4 Evaluate the models of brand equity and the impact
of brand equity on organisational success.
2.5 Analyse how brand equity and reputation can be
developed through integrated marketing
programmes together with a digital presence.
3. Understand the process and
factors related to developing
and enhancing brand image
over time.
3.1 Analyse the main branding challenges in
contemporary markets and potential approaches to
overcome them.
3.2 Analyse the basis of brand association and brand
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 20
differentiation.
3.3 Analyse the process and stages of brand launch
sponsorship and development over time.
4. Understand the
development of brand
management strategies to
meet marketing objectives.
4.1 Justify a brand development strategy and brand
management plan.
4.2 Analyse the human and physical resources needed
to support the brand plan.
4.3 Evaluate a marketing campaign, including digital &
social media campaigns to successfully develop a
brand position to meet marketing objectives.
4.4 Evaluate the outcomes of a range of brand metrics
to determine the performance of the brand.
Scenario
You are required to choose a global brand of a multinational company operating in your
country on which to base your assignment. You are advised to check with your tutor that
your choice is appropriate.
You are recently hired as the Head of Brand Management in the company.
The CEO wants you to analyse and develop an effective branding plan for any ONE brand of
the chosen organisation.
Task 1 of 1 – Brand Management Report
You are tasked to choose ONE brand from your chosen company. Your report should
analyse the current position of the chosen brand, show how the company develops an
effective branding and brand development strategy to enhance brand value. Each task must
be answered with application, analysis and evaluations of theoretical concepts and models
of branding with references to your chosen brand.
Instructions
The following points need to be addressed when preparing the report:
Section A (ACs 1.1, 1.2, 1.3, 1.4)
1. Analyse the concept of a brand, brand elements, and brand management. Give
examples from your chosen brand.
2. Analyse the relationship between corporate communication, corporate branding and
individual product branding at your chosen organisation.
3. Evaluate the relationship between brand identity, brand image, brand positioning,
and brand personality for the chosen brand.
4. Evaluate the role of corporate social responsibility and sustainability practices in
branding at the chosen organisation.
Section B (ACs 2.1, 2.2, 2.3, 2.4, 2.5)
1. Analyse the factors that drive brand identity and brand positioning. Giving examples
from your chosen brand.
2. Analyse brand personality of your chosen brand or chosen organisation.
3. Analyse the interrelationship between brand management and corporate reputation
to sustain brand equity at your chosen organisation.
4. Evaluate the models of brand equity and the impact of brand equity on success of
your chosen organisation.
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 21
5. Analyse how brand equity and reputation can be developed through integrated
marketing programmes together with a digital presence for your chosen brand.
Section C (ACs 3.1, 3.2, 3.3)
1. Analyse the main branding challenges in contemporary markets and potential
approaches to overcome them for your chosen brand.
2. Analyse the basis of brand association and brand differentiation. Use examples of
your chosen brand.
3. Analyse the process and stages of Brand launch sponsorship and development over
time for the chosen brand.
Section D (ACs 4.1, 4.2, 4.3, 4.4)
1. Develop and Justify a brand development strategy and brand management plan for
the chosen brand.
2. Analyse the human and physical resources needed to support the brand plan for the
chosen organisation and the brand.
3. Evaluate a marketing campaign, including digital & social media campaigns to
successfully develop the brand position to meet marketing objectives for the chosen
organisation and the brand.
4. Evaluate the outcomes of a range of brand metrics to determine the performance of
the chosen brand.
Delivery:
 1x Word file
Submission:
 1x Word file – 4500 words excluding TOC, diagrams, references and appendices
Referencing:
 You should use and cite a range of academic and reliable sources.
 A comprehensive Harvard style reference list must be included at the end of the
work.
Evidence to be submitted:
 1 x Word file – 4500 words
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 22
MARKETING RESEARCH PROJECT
Unit Reference Number Y/618/1619
Unit Title Marketing Research Project
Unit Level 7
Number of Credits 20
Total Qualification Time (TQT) 200 Hours
Guided Learning Hours (GLH) 100 Hours
Mandatory / Optional Mandatory
Unit Grading Structure Pass / Fail
Unit Aims
The aim of this unit is to develop learners’ research skills including the formulation of
research proposals, literature reviews, referencing, data collection, use of interviews and
surveys, questionnaire design, statistical analysing using SPSS, qualitative data and
methods for drawing conclusions from the analysed data.
Learning Outcomes and Assessment Criteria
Learning Outcomes –
the learner will:
Assessment Criteria –
the learner can:
1. Be able to identify
research problems and
formulate research
objectives.
1.1 Appraise research problems.
1.2 Develop appropriate research objectives and justify
their choice.
2. Understand how to review
the literature on a research
topic.
2.1 Evaluate literature relevant to a research problem.
2.2 Analyse different theoretical approaches to a research
problem.
3. Be able to design
appropriate business
research methodologies.
3.1 Evaluate appropriate research methodologies in terms
of research objectives.
3.2 Design an appropriate methodology in terms of
research objectives.
3.3 Justify a selected methodology in terms of research
objectives.
4. Be able to develop a
research proposal.
4.1 Propose techniques for use with quantitative and
qualitative data.
4.2 Create a research question, literature review and
methodology.
You are required to choose a domestic or international Small and Medium Enterprise (SME)
operating in your country on which to base your assignment. You are advised to check with
your tutor that your choice is appropriate.
It would be beneficial if you choose an organisation that you are either currently working at
or have worked at in the past.
You need to analyse the chosen organisation and identify a business problem related to
areas of market or marketing at the organisation.
The problem must be related to marketing function and must be justified with support of
symptoms and data.
You need to develop a market or marketing research proposal to undertake market and
marketing research for the chosen organisation.
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 23
Task 1 of 1 – Marketing Research Proposal Report
Instructions
You are tasked with developing a market or marketing relevant, feasible and interesting
market research proposal for your chosen organisation. The research proposal should be
written in the future tense. Each task must be answered with the application, analysis and
evaluation of theoretical concepts and models for the chosen organisation. The literature
review should be critical, the research problem and research methodology must be fully
justified.
The following points need to be addressed when preparing the report:
Section A (ACs 1.1, 1.2)
1. Appraise market or marketing research problems and justify it for the chosen
organisation.
2. Develop appropriate research objectives and justify your choice of the problems and
issues at the chosen organisation.
Section B (ACs 2.1, 2.2)
1. Evaluate , review and analyse a range of relevant literature related to the chosen
research problem.
2. Analyse different theoretical approaches to the chosen research problem.
Section C (ACs 3.1, 3.2, 3.3)
1. Evaluate appropriate research methodologies in terms of SMART research
objectives for the chosen research problem at the chosen organisation.
2. Design an appropriate methodology in terms of the research objectives for the
chosen organisation.
3. Justify a selected methodology using theories and concepts of research methodology
giving due consideration to the nature of research problem and relevant research
objectives at the chosen organisation.
Section D (ACs 4.1, 4.2)
1. Propose techniques for use with quantitative and qualitative data collection and
analysis for the chosen research problem at the chosen organisation.
2. Create a research question, literature review, and methodology for the chosen
research problem at the chosen organisation.
Delivery:
 1x Word file
Submission:
 1x Word file – 2500 words excluding TOC, diagrams, references and appendices
Referencing:
 You should use and cite a range of academic and reliable sources.
 A comprehensive Harvard style reference list must be included at the end of the
work.
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