Assignment 1

Individual Report and Viva

Word Limit or equivalent (e.g. time)

1,500 report + 10 minute individual presentation

Weighting

100%

Learning Outcomes Assessed

1. Critically analyse the key streams of thought in the brand management discipline

2. Critically reflect on the role of brands in society and their impacts on consumption

3. Critically apply models of brand management to establish the basis of an organisation/product/ service’s competitive advantage

4. Develop a brand strategy critically evaluating the expected outcomes based on Brand Management theories and models.

Submission date

Assessment Viva: in class on the Week of the 15t^h December 2025

Written report: On BlackBoard By 3pm on the 14^th of January 2026

Feedback date

All assignment feedback will be issued on the 20^th working day following the submission deadline. Feedback will be

released on: 12^th of February 2026 by 5:00pm

What do I need to do to make a success of this assignment?

You are required to select a single organisation or brand and undertake a critical exploration of its identity, influence, and strategic direction. Your work should demonstrate thoughtful engagement with brand management theories and actively incorporate sustainability principles guided by the United Nations Sustainable Development Goals (SDGs).

Assignment Components

1. Brand Selection

Choose one organisation or brand that offers sufficient scope for critical analysis and strategic development. Clearly justify your selection based on relevance and potential impact.

2. Brand Analysis

Conduct a thorough and critical evaluation of the chosen brand’s current market position, identity, performance, and broader contextual challenges. Apply key brand management theories and concepts to frame your analysis.

3. Societal and Consumer Relevance

Assess the brand’s role and influence within society, considering ethical, cultural, and emotional dimensions. Explore how the brand engages and resonates with its consumers.

4. Strategic Brand Proposal

Develop a future-facing brand strategy that responds to identified challenges and opportunities. Your proposal should be grounded in relevant theoretical models and demonstrate creativity, feasibility, and ethical awareness.

5. Sustainability Integration

Ensure your strategic proposal aligns with one or more UN SDGs. Highlight how the brand can contribute to sustainable development through responsible, inclusive, and impactful actions.

How should I present my work?

10 Minutes Viva

Each student will deliver a concise and insightful oral presentation demonstrating their initial strategic thinking and critical understanding of a chosen brand.

Requirements

• Chosen Organisation/Brand: Clearly state which brand you’ve selected and briefly justify its relevance.

• Current Brand Analysis:

o Overview of brand positioning, market performance, and consumer perception.

o Identify key challenges or opportunities the brand currently faces.

• Strategic Proposal Overview:

o Share your initial strategic idea for the brand’s development.

o Brief reference to applicable brand theories or models (e.g. Keller’s Brand Equity Model, Aaker’s Brand Identity).

o Mention one or two relevant UN Sustainable Development Goals (SDGs) that may guide your strategy.

Written report

Provide a robust and critical exploration of the chosen brand, contextualised through academic theories and strategic frameworks, culminating in a future-oriented brand strategy proposal.

Report Structure

1. Introduction

• Brief overview of the brand.

• Rationale for selection.

• Outline of report structure.

2. Critical Brand Analysis

• Market positioning and target audience.

• Brand architecture and identity.

• Current branding challenges and competitive landscape.

• Application of brand management concepts and models

3. Strategic Brand Proposal

• Clear proposal for brand development (e.g. brand extension, repositioning, reinforcing, revitalising, etc)

• Application of brand management concepts and models

• Detail implementation strategies and potential impact.

5. Integration with UN SDGs

• Identify relevant SDGs and explain how the strategy supports them.

• Suggest practical actions for ethical branding, sustainability, and social innovation.

6. Conclusion

• Summarise insights and strategic recommendations.

• Reflect on brand’s future direction and societal relevance.

7. Resource list

As part of your assessment submission, you must include a fully formatted reference list that reflects critical engagement with the module materials and wider academic sources.

• Essential Sources: You are required to reference the key texts, articles, and brand management models included in your module resource list. Each session has been designed with carefully selected readings that form the theoretical foundation for your analysis.

• Application of Theory: Your report must demonstrate clear use of the brand management theories and models discussed in class. These should be integrated into your analysis and strategic proposal with appropriate citation and explanation.

• Additional Literature: You may supplement your work with external sources (e.g., academic articles, industry reports, brand-specific news, campaign analysis) to strengthen your arguments and provide contemporary relevance.

Submissions that fail to incorporate the fundamental resources provided in this module may be considered academically insufficient and could raise concerns of suspected academic misconduct. This includes any attempt to circumvent expected engagement with the core literature or presenting analysis unsupported by module-based evidence.

On the title page list the following Module name and code Student number Submission date Assignment Number/Titl

Executive Summary (not included in the word count) Table of Contents (not included in the word count) Introduction (approx. 10% of the word count)

Body (approx. 80% of the word count) Conclusion (approx. 10% of the word count)

How can I obtain guidance on my assignment?

1. The assessment briefing will take place on week 1 and a review will take place on week 10 During this session, students will receive detailed information about the assessment criteria, expectations, and guidelines. It is crucial for all students to attend this briefing to ensure they understand the requirements and can ask any questions they may have.

2. Students will actively engage with Brand Management models during weekly seminars, gaining hands-on experience with the frameworks that must be included in the assessment appendices. These sessions are designed to support the integration of theoretical concepts into your brand analysis and strategic proposal.

You can submit an assessment plan of your work in progress or a short piece of text (no longer than one side of A4) * to enable you to obtain guidance on the overall structure and direction of your assignment. You should submit this via Turnitin on Week 5 enable you to review and address feedback provided to develop your work.

*Please adapt for practical assignments to make the submission equivalent to one side of A4 or a plan.

There are also feed-forward opportunities on [insert teaching week/specific dates or “on a continuous weekly basis”] for you to receive feedback/guidance* to enhance your assessment. Participation is highly recommended as it offers valuable insights and guidance from the tutors.

*If you do not have feed-forward sessions but instead provide other opportunities for students (e.g., tutorials, assessment workshops, assessment brief recordings, etc.) please explain when and how this will take place

How and when do I hand my assignment in?

Viva: These will be conducted during class on the week of the 15 ^th of December 2025. You will have 10 minutes to present your case, and answer questions from the panel of reviewers.

Report: Your work must be word-processed/typed and should clearly show your student number. You should submit your work by the 3pm deadline on the 20t^h of January 2026. You should submit your work to Blackboard which is available via MyDay. You are required to keep a copy of work handed in.

See the separate Assignment Support Information document on Blackboard for help on how to submit or what to do if you are having trouble submitting your assignment.

How will my assignment be marked?

Specific marking criteria for your assignment is provided in the Grading Matrix within this document.

You are strongly advised to check your completed work against the Grading Matrix to ensure have completed all areas required before you submit it.

You should also ensure you adhere to the word limit / word count stated in your assessment brief document, details of which can be found in the University’s Assessment Policy

Use of Generative Artificial Intelligence

(Gen AI)

We are aware of the benefits that the responsible use of Generative Artificial Intelligence (GenAI) tools can bring, however, where it is deemed that there has been inappropriate or unethical use of GenAI to generate assignments either wholly or in part, this is classed as academic misconduct and will result in academic misconduct proceedings being brought. Use of Generative AI must be expressly permitted by your module leader. *Please refer to the library services Artificial Intelligence webpage for information about what is classed as ethical and appropriate use of AI.

Please provide details of if and how students can use AI tools for their assessment. You may refer to the university’s traffic light system for use of AI in assessment if you so wish. Details can be found on University of Worcester

*Please adapt if your module does not allow use of GenAI

If you’re unsure and want some advice, please contact your module tutor, module leader or personal academic tutor for guidance.

GRADE

Critical Analysis of Brand Context

 LO1, LO2

Critically apply models of brand management to establish the basis of an organisation/product/ service’s competitive

advantage

 LO1, LO3

Evaluate the importance of the UN sustainable development goals from a Brand Management perspective

LO3

Proposal of a new brand strategy critically evaluating the expected outcomes based on Brand Management theories and model

LO4

Evidence of independent study and relevant reading/research

LO1

Spelling, Punctuation and Grammar

LO 1,2,3,4.

A

Exceptional analysis of the Brand and its Context demonstrating systematic depth and breadth of knowledge and understanding of Brand management

principles/ conceptual

Well-developed understanding of established brand managed theories, concepts and models applied to analytical evaluation and interpretation of the brand’s issues/problems/

data

In-depth evaluation and critical appraisal of the UN sustainable goals which are integrated to the organisation’s Brand Management activities or in their absence the student provides excellent and supported

recommendations

Exceptional Strategic Recommendations which are based on established brand managed theories, concepts and models.

Recommendations are appropriate, creative and credible in the brand context

Evidence of extensive critical appraisal of independent research and analysis of range of sources to develop outstanding critical evaluation and insight in response to task

Excellent communication/ presentation skills, in conveying understanding and meaning through accurate written English/spelling, punctuation and

and theoretical

perspectives, with strong independent critical and evaluative analysis applied to the brand of choice that goes significantly beyond what has been taught.

The analysis covers all the following elements:

Current Equity Identity and Positioning Competitors Customers Architecture

Current Strategies and Tactics

Exceptionally constructed and substantiated argument, clearly explaining and synthesising complex ideas/ viewpoints/ information/ evidence to put together an outstanding analysis with well-developed reasoned judgement about the brand and its context

Effectively devised and logically sustained argument with supporting evidence, to clearly explain the brand and its context to reach a reasoned judgement

Strong understanding of established brand managed theories, concepts and models applied to analytical evaluation and interpretation of the brand’s issues/problems/ data

Well-develop rationale about how the proposed strategy will solve the brand problem; and about the evaluation of the success of the proposal supported by relevant brand theories, concepts or models.

grammar

B

Well-developed analysis of the Brand and its Context demonstrating well- developed depth and breadth of knowledge and critical understanding of Brand management

principles/ conceptual

Strong understanding of established brand managed theories, concepts and models applied to analytical evaluation and interpretation of the brand’s issues/problems/ data

Sophisticated effective and logical argument with supporting evidence and strong reasoning, to clearly explain the brand and its context and reach a convincing judgement

Very good evaluation and critical appraisal of the UN sustainable goals which are integrated to the organisation’s Brand Management activities or in their absence the student provides very good recommendations

Strong

Strategic Recommendations which are based on established brand managed theories, concepts and models.

Recommendations are appropriate, creative and credible in the brand context

Sophisticated rationale about how the proposed strategy will solve the brand problem; and about the evaluation of the success of the proposal supported by relevant brand theories, concepts or models

Evidence of breadth and depth in critically appraised independent reading and research to inform thorough analysis and insight in response to task

Very good communication/ presentation skills using accurate written English/spelling, punctuation and grammar

and theoretical perspectives, showing clear independent critical/analytical understanding.

The analysis covers the following elements:

Current Equity Identity and Positioning Competitors Customers Architecture

Current Strategies and Tactics

May be missing one element

Sophisticated effective and logical argument with supporting evidence and strong reasoning, to clearly explain the brand and its context and reach a convincing judgement

C

Sound systematic analysis of the Brand and its Context demonstrating sound and systematic depth and breadth of knowledge and critical understanding of Brand management

principles/ conceptual

Good understanding of established brand managed theories, concepts and models applied to analytical evaluation and interpretation of the brand’s issues/problems/ data

Effectively devised and logically sustained argument with supporting evidence, to clearly explain the brand and its context to reach a reasoned judgement

Sound consideration of the UN sustainable goals and their relation to the Brand Management activities.

The consideration and recommendations are descriptive and unsupported

Good Strategic Recommendations which are based on established brand managed theories, concepts and models.

Recommendations are appropriate, creative and credible in the brand context.

Effective rationale about how the proposed strategy will solve the brand problem; and about the evaluation of the success of the proposal supported by relevant brand theories, concepts or models

Evidence of breadth and depth in independent reading and research in development of relevant critical insight in response to task

Communication/ presentation of information/ accuracy in written English/spelling, punctuation and grammar,

and theoretical perspectives, include some critical/analytical understanding.

The analysis covers the following elements:

Current Equity Identity and Positioning

Competitors

Customers Architecture

Current Strategies and Tactics

May be missing two key elements

Effectively devised and logically sustained argument with supporting evidence, to clearly explain the brand and its context to reach a reasoned judgement

D

Adequate analysis of the Brand and its Context demonstrating adequate depth and breadth of knowledge and understanding of Brand management principles/ conceptual

Adequate understanding of established brand managed theories, concepts and models applied to analytical evaluation and interpretation of the brand’s issues/problems/ data

Competently devised and sustained argument to explain the brand and its

context perhaps with some

Competent consideration of the UN sustainable goals and their relationship with the Brand Management activities.

In their absence the student does not provide recommendations, or these are

unsupported.

Sound

Strategic Recommendations but these are not related to established brand managed theories, concepts and models. Recommendations are not appropriate, creative and credible in the brand context.

Competently devised and sustained argument to explain how the proposed strategy will solve the brand problem; but the evaluation of the success

Evidence of some independent reading and research to inform development of a relevant response to task

Competent accurate communication/ ncluding written English/spelling, punctuation and grammar

and theoretical perspectives.

The analysis covers the following elements:

Current Equity Identity and Positioning Competitors Customers Architecture

Current Strategies and Tactics

May be missing three key elements

Competently devised and sustained argument to explain the brand and its context perhaps with some minor weaknesses, e.g., in structure, coherence or currency, but generally sound if standard judgement

minor weaknesses, eg in structure, coherence or currency, but generally sound if standard judgement

of the proposal is not supported by relevant brand theories, concepts or models.

E

Evidence of some engagement and understanding of the Brand and its Context but overall does not demonstrate depth and breadth of knowledge and understanding of

Evidence of ability to apply established brand management theories, concepts and models is lacking or confusing.

Insufficient levels of theoretical and conceptual knowledge – e.g., talks

Insufficient consideration of the UN sustainable goals within the Brand Management context and/or no evidence of recommendations provided

The strategy shows evidence of some engagement and understanding, but overall does not quite meet criteria for task. Little or no analysis, or evaluation

Limited evidence of use of set materials/relevant academic sources and references

Communication is inaccurate, incomplete or otherwise problematic in conveying understanding.

Inaccuracy in

English/spelling,

Brand management principles/ conceptual

about marketing rather than brandingWeak levels of theory application to practice

The argument shows evidence of some engagement and understanding, but overall does not quite meet criteria for task. Very little or no analysis, or evaluation

punctuation and grammar which impedes understanding of content

and theoretical

perspectives.

Superficially covers some of the following elements:

Current Equity Identity and Positioning Competitors Customers Architecture Current Strategies and Tactics

May be missing four key elements

The argument shows evidence of some engagement and understanding, but overall does not quite meet criteria for task

F

Limited knowledge and understanding of the brand and its context with only basic grasp of Brand management

Evidence of ability to apply established brand managed theories, concepts and models is lacking or confusing.

Poor consideration of the UN sustainable

goals within the Brand Management context and/or no evidence of recommendations

The strategy is confusing or simplistic and overall does not quite meet criteria for task.

Argument is confused/simplistic and poorly constructed, with limited

Limited evidence of use of set materials/relevant academic sources and references

Communication is inaccurate, incomplete or otherwise problematic in

conveying

principles/ conceptual

Insufficient levels of theoretical and conceptual knowledge – e.g., talks about marketing rather than branding

Weak levels of theory application to practice

The argument shows evidence of some engagement and understanding, but overall does not quite meet criteria for task.

Very little or no analysis, or evaluation

provided

supporting analysis

understanding. Inaccuracy in English/spelling, punctuation and grammar which impedes understanding of content

and theoretical perspectives.

The critical analysis does not cover any following elements

Current Equity Identity and Positioning Competitors Customers Architecture

Current Strategies and TacticsThe argument is confused/simplistic and poorly constructed, with limited supporting analysis of the brand

and its context

G

Very poor analysis of the Brand and it’s Context. indicating insufficient grasp of Brand management theories, models and concepts.

Very poor evidence of ability to apply established brand managed theories, concepts and models is lacking or confusing.

Unsatisfactory levels of theoretical and conceptual knowledge – e.g., talks

Very Poor consideration of the UN sustainable goals within the Brand Management context and/or no evidence of recommendations provided

Seriously limited understanding of a brand management strategy.

Very little evidence of use of set materials/relevant academic sources and references

Very poor communication Many inaccuracies in English/spelling, punctuation and grammar which impedes understanding of

content

The critical analysis does not cover any following elements:

Current Equity Identity and Positioning Competitors Customers Architecture

Current Strategies and Tactics

Very poor argument, lacking in logic and/or unsubstantiated

about marketing rather than branding

No levels of theory application to practice

The argument shows evidence of some engagement and understanding, but overall does not quite meet criteria for task. Very little or no analysis, or evaluation

H / NS

Seriously inadequate or insufficient response to task

The student works does not follow the guidelines of the assessment briefing and/or grading matrix/

Non-Submission

Seriously inadequate or insufficient response to task

The student works does not follow the guidelines of the assessment briefing and/or grading matrix/

Non-Submission

No consideration of the UN sustainable

goals within the Brand Management context and/or no evidence of recommendations provided

Very poor or no strategy suggested. 

Unsupported and not argued.

The student works does not follow the guidelines of the assessment briefing and/or grading matrix/

Non-Submission