Brand Development

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BMKT3003 Brand Development
Assessment Type Report
Assessment #
Individual Project
Alignment with
Unit and Course
Unit Learning Outcome Graduate Attributes Assessed
ULO3 Utilize the concepts and principles
of brand management to improve brand
equity and formulate brand strategy.
ULO4 Analyze a wide range of branding
problems and apply brand management
concepts and principles to formulate
GA 1: Communication
GA 3: Research
GA 4: Critical Thinking
GA 6: Flexibility
Due Date/Time Week 10
Moodle Turnitin 5:00pm (AEST)
In this project, you will work individually. You will select an Australian brand and conduct a
brand audit. You are encouraged to attend the workshop on Referencing and Research
Practice organized by Mrs Alison McPhee, AIH’s Academic Success Manager. You may also
schedule a one-on-one workshop by emailing Alison at:
Since everything can be branded, you have free choice to choose a company, product,
celebrity, place, event or even an idea and conduct a brand audit. Whatever you choose, you
need to review their branding from a theoretical as well as a practical perspective.
In particular, you need to analyze their brands in terms of:
• Sources of brand equity
• Brand positioning strategy
• Brand extension strategy
• Brand innovation
• Brand and technology
Based on your analysis, it’s highly advisable that you present a set of recommendations to
further develop the chosen brand
You may adopt the following sections in your report:
1. Executive summary: A succinct summary of the entire assignment highlighting the
chosen brand along with main aims and outcomes.
2. Introduction: A description and background about the brand and a general roadmap of
the entire assignment flow.
3. Theory and practice: highlight and explain some related branding concepts and
theories. The explanation should be supported with references and links to
theoretical principles and standards.
4. Analysis: You may provide a thorough analysis of your brand based in your theoretical
part. Analyze brand equity, positioning, extension and the role of technology or any
other related topic. You may reflect your answers from theory and practice learnt
previously from other related units.
5. Recommendations: Recommend some appropriate branding approaches i.e. it could
be new extension or new positioning or actions that the brand may embrace and
critically examine their effectiveness.
6. Conclusion: Summarize and evaluate your work. Assess your suggestions. Mention
any limitation in your research.
7. References: refer to the AIH Style Guide and referencing method to correctly
reference material in the body of your report (in-text citations) and in the alphabetical
Reference List. References may include subject notes, text books, journal articles,
interviews, research articles etc.
8. Appendices: if appropriate.
Research expectation:
• The submission needs to be supported with information by credible sources.
• Credible sources should be varied and include, but not limited to, the Textbook,
Government reports, Industry reports, Newspaper articles, Books, and Journal
• Use the EBSCO Databases accessed through the Library and Learning Support
page on Moodle to find journal articles, case studies and more to help you prepare
your assessment. Speak with the library assistants or email
( if you require further assistance.
• Submission must be within 2500 words (not including executive summary, table of
contents, tables, figures or the reference list).
• Retain the formatting of the template (11 font, 2.5 margins, 1.5 spacing)
• Use Harvard referencing including the reference list
• All students must submit the peer evaluation via relevant Moodle link before the
assessment due date
• One member of the group must submit the assessment through the Assessment 2
Turnitin link on Moodle page for this unit
Misconduct • The assessment will be submitted through Turnitin via your unit page on Moodle.
• Turnitin is plagiarism software, which will identify if you have copied information
and included it in your assessment.
• Copying information from others (i.e. websites, partner company information, or
other students etc.) without the acknowledging the author is classified as
• Engaging someone else to write any part of your assessment for you outside of the
group work arrangement is classified as misconduct.
• To avoid being charged with Misconduct, students need to submit their own work
and apply Harvard Style Referencing (ask your lecturer or the learning support
coordinator ( if you do not know what this means, or you
need assistance applying it).
• The AIH misconduct policy and procedure can be read on the AIH website
• Use the AIH referencing guide accessible via Library and Learning Support Page
on Moodle.
Late Submission • Any assessment submitted past the specific due date and time will be classified as
• Any Late submission will be subject to a reduction of the mark allocated for the
assessment item by 5% per day (or part thereof) of the total marks available for the
assessment item. A ‘day’ for this purpose is defined as any day of the week
including weekends. Assignments submitted later than one (1) week after the due
date will not be accepted, unless special consideration is approved as per the
formal process.
• Students whose ability to submit or attend an assessment item is affected by
sickness, misadventure or other circumstances beyond their control, may be
eligible for special consideration. No consideration is given when the condition or
event is unrelated to the student’s performance in a component of the assessment,
or when it is considered not to be serious.
• Students applying for special consideration must submit the form within 3 days of
the due date of the assessment item or exam.
• The form can be obtained from the AIH website ( or on-campus at Reception.
• The request form must be submitted to Student Services. Supporting evidence
should be attached. For further information please refer to the Student Assessment
Policy and associated Procedure available on
• (

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