In addition, produce a brand strategy to support the brand. A brand strategy is directly connected to the brand’s target market needs and is cognisant of the competitive environment in which the brand operates.

  
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BRAND & MARKETING 

Assessment Brief

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TASK 1

The Brand Idea – market research

You are to examine opportunities for a new fashion and /or lifestyle brand to be launched, firstly in London in 2025 then to be made available throughout all the UK by 2030. The target market of the brand is Gen Z consumers and theme of the brand is wellness. The product type or product decisions are your own.

To undertake this task, you must undertake market research, sources include:
Mintel
Business of Fashion
Financial Times
IBIS World
Password
Proquest Central

See here for access to some of the above sources

From the above you will produce a brand positioning map, which positions your brand idea against potential brand competitors. Along with the positioning map, in your report you must provide reasons for why brand idea is different from other brands in the marketplace. You must cite market research reports to support your reasoning.

TASK 2

The Brand and Brand Strategy:

Create a brand by creating the following:
Brand Promise
 Logo/physique
 Brand Personality

In addition, produce a brand strategy to support the brand. A brand strategy is directly connected to the brand’s target market needs and is cognisant of the competitive environment in which the brand operates. Components to include int the brand strategy are:
 Brand Relationship
 Brand Culture
In producing the above, you must use branding literature and theory to support your decisions.

TASK 3

Provide a personal reflection on how your ideas have changed as a result of undertaking this coursework. To include:

  • Your initial brand idea how did your emerge e.g. did an article/newspaper/social media post spark your idea?
  • in choosing the brand logo, how did you decide on the colour and brand physique?
  • What from the branding literature  your read helped you decide on the brand relationship and culture?
  • if you were to do the coursework again, how might you plan it differently?


5.1 Assessment Schedule

Assessment

Individual Coursework

Description

40 hours of effort

Weighting

100%

Pass mark

50%

Number of words

4,000 with illustrations using canva

Mode of submission

Via Turnitin as a word file


Marking Criteria
 

Knowledge and Understanding 25%

Ability to demonstrate knowledge and understanding about relevant theories and concepts and show an awareness of current issues.

Practice: Applied Knowledge, Skills and Understanding 25%

Ability to apply knowledge, skills and understanding

Generic Cognitive Skills 20%

Ability to use critical analysis, review, evaluation and synthesis to issues and offer original and creative responses to the assessment brief

Communication, ICT and Numeracy Skills 15%

Ability to write comprehensively using appropriate academic language, grammar and spelling using Harvard Style referencing.

Demonstrate competence in visual communication.

Autonomy, Accountability and Working with Others 15%

Ability to demonstrate independence of decision making and/or arguments supported by relevant evidence sourced from both industry and academic sources.


Percentage Marking Framework for Taught Postgraduate Study

Award

Evaluation

Percentage Range

Description

 

 

With Distinction

 

 

Exceptional

90 - 100

Demonstrates exceptional and consistently excellent ability, skills and behaviours across specified characteristic(s) with no weaknesses.

80 - 89

Demonstrates exceptional or consistently excellent ability, skills and behaviours across specified characteristic(s) with few weaknesses.

Excellent

70 – 79

Demonstrates mostly excellent ability, skills and behaviours across specified characteristics.

 

With Merit

 

Very Good

65 - 69

Demonstrates overall very good ability, skills and behaviours across specified characteristics.

 

 

Pass

 

 

Good

60 - 64

Demonstrates overall good ability, skills and behaviours across specified characteristics

Satisfactory

50 – 59

Demonstrates overall satisfactory ability, skills and behaviours across specified characteristics

 

 Not Applicable

Marginal Fail

40 - 49

Demonstrates overall poor ability, skills and behaviours across specified characteristics with some satisfactory elements

Clear Fail

< 39

Demonstrates overall poor ability, skills and behaviours across specified characteristics with no satisfactory elements

 Non Submission

-

Non Submission


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