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Assignment Brief (RQF)

Higher National Diploma in Business

Student Name/ID Number:

Unit Number and Title: 41: Brand Management

Academic Year: 2020

Unit Assessor: Carine Le Port

Assignment Title: Measuring Business Excellence

Issue Date: 5-Mar-2020

Submission Date (Formative): 5-June-2020

Feedback: TBC

Submission Date (Summative): 19-June-2020

Internal Verifier Name: Dr. Sein Min

Submission Format:


The report should be written in a concise, formal business style using 1.5 line spacing and font size 12. You are required to make
use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced
using the Harvard referencing system. The recommended word limit is 2,500 to 3,000 words.

Unit Learning Outcomes:

LO3 Evaluate how brands are leveraged/extended over time domestically and internationally

LO4 Evaluate techniques for measuring and managing brand value over time

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 1.0 – November 2017
DCL 1 – Public (Unclassified)

Assignment Brief and Guidance:


Choose ONE international brand of your choice.

You are a Brand Manager in this particular company and the executive committee is not familiar with brand management
You are asked to write a report covering the following elements:
• Definition and explanation of brand management both at a domestic and international level.
• Evaluate how brands are managed collaboratively and in partnership, both at a domestic and international level.
• Identify how a brand’s performance can be evaluated.
• List and describe in detail the different techniques for measuring and managing brand value, including the advantages
and disadvantages.
• You are expected to use specific organisational examples in each parts of the report.

Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction

LO3 Evaluate how P4 Evaluate how M4 Critically evaluate
brands are brands are managed the use of different
leveraged/extended collaboratively and in techniques used to
over time domestically partnership both at a leverage and extend
and internationally domestic and global brands.
D1 Provide a critical
evaluation that is
LO4 Evaluate P5 Evaluate different M5 Critically evaluate supported by justified
techniques for types of techniques for application of evidence demonstrating
measuring and measuring and techniques for a comprehensive
managing brand value managing brand value measuring and understanding of
over time using specific managing brand value branding within an
organisational in relation to developing organizational context.
examples. a strong and enduring

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 1.0 – November 2017
DCL 1 – Public (Unclassified)