Course : ba (Hons) in Business and Marketing Management

Submission date:
19 May 2023 
 
Assessment Criteria 
Upon successful completion of this assessment, students will be able to have 
demonstrated: 
Knowledge 
K1 - A comprehensive understanding of branding and reputation management 
theories, concepts and strategies and how these underpin key strategic decisions.
K2 - A critical understanding of the contemporary challenges relating to branding and 
reputation management. 
K3 - An awareness of the development and delivery of branding and reputation 
management to a range of stakeholders; the importance of sustainability, consistent 
values and alignment with brand strategy.
Skills 
S1 - Development of relevant skills relating to the managing of brands and corporate 
reputation in a professional context.
S2 - The ability to source, critically evaluate and apply relevant academic and 
practitioner literature. 

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3
Task 
You are required to undertake an analysis of branding and corporate 
reputation management in an organisational context.  
Your task is to identify a brand that is involved in the production of consumer 
electronic goods and prepare an individual report of 3,500 words examining their 
branding strategy. The task is divided into two parts which both need addressing. 
Part 1 
 Using appropriate sources undertake a full branding audit of your chosen brand.
Include an evaluation of the current branding strategy and position in the market 
relative to key competitors. 
 Demonstrate the brands effectiveness by providing an evaluation of their current
performance. This should include relevant market performance data to underpin 
your evaluation, for example market growth, sales trends, profitability etc.
 Provide a critical evaluation of the brand’s customer and identify the key drivers in 
aligning the brand to preferences of this target group.