Student needs to incorporate branding theories and produce a critical analysis
of one single brand.
Student can only choose ONE brand for this assessment.
Individual Report Submission Deadline:
Electronic submission 13th May 2020 Wednesday by 12noon (12 o’clock in the
afternoon) on Mole Turnitin.
Assessment Criteria for Individual Report (80%)
The following assessment criteria will be used:
 Ability to demonstrate an understanding of branding literature (use of
appropriate branding terminologies, frameworks, models)
 Appropriateness of theoretical analysis and the overall quality of the
arguments
 Appropriateness of application to the chosen brand (effectiveness of
applying theories and concepts to the brand) and the overall quality of
the insights into the chosen brand
 Quality of recommendations made to the chosen brand
(recommendations should be based on the analysis)
 Report structure and presentation (Cohesion of answer; use of academic
English; Grammar; essay structure)
 Academic sources used (relevance and range of academic journal articles,
textbooks and other supplementary sources on branding)
 Standard of referencing (correct use of Harvard referencing)
Module Handbook Page 12
Submission Checklist for Individual Report
 Individual Cover Sheet (can be found on MOLE)
 Maximum 2,000 words report
 Please follow the report structure as outlined in the module handbook
 There will be 5 marks penalty if the submission is late.
 There will be 3 marks penalty if the report is over the specific word
count (2,000 words)
 There will be 2 marks penalty if the work is not in a report format.
Module Handbook Page 13
Students are required to present a critical analysis of a (single) brand. Students
MUST NOT choose the brands allocated in the seminars for group
presentations. The following aspects must be included:
 Individual Cover Sheet (download from Mole)
 Title Page
 Executive Summary – in Bullet Point (300 words)
 Introduction
 Introduction to topic and brief background of brand (be critical;
justify your choice of brand)
 100 words
 Literature review
 Critical literature review of branding theories you are utilising in
your report
 1000 words
 Application
 Application of branding theories to your chosen brand
 You may use the theories that was covered in the lectures or one
that you may have discovered by reading around the subject)
 Use the branding theories to analyse the brand
 450 words
 Recommendations (Bullet Points only)
 Short term and Long Term Recommendations for your brand
 Which of the options would you choose to recommend to the
brand’s management team as the best way to manage the brand
 150 words (use bullet points)
 References (excluded from word count)
 Appendices (excluded from word count)