SM705 Assignment Brief
| Unit Number and Title | QUALIFI Level 7 Diploma in Strategic Marketing (610/2615/3) |
|---|---|
| Unit Number and Title | SM705: Strategic Brand Management |
| Unit Code | M/650/7079 |
| RQF level | 7 |
| Credits | 20 |
| TQT | 200 |
| GLH | 100 |
Aim
This unit aims to develop learners’ understanding of the key principles that underpin managing brands and brand equity. The unit enables learners to devise a strategic approach to branding for
product/service level consistent with the corporate brand. The learners will develop an understanding of how to do marketing from a branding perspective.
Learners will also gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise as well as important issues involved in building strong brands and in maximising the value of existing brands in various industries and sectors.
Learning Outcomes and Assessment Criteria
| Learning Outcomes
When awarded credit for this unit, a learner will: |
Assessment Criteria
Assessment of this learning outcome will require a learner to demonstrate that they can: |
| 1. Understand the concept of brand and how branding relates to other areas of marketing including, sustainability and corporate communications. | 1.1 Analyse the concept of a brand, brand elements and brand management.
1.2 Analyse the relationship between corporate communication, corporate branding and individual product branding. 1.3 Evaluate the relationship between brand identity, brand image, brand positioning, and brand personality. 1.4 Evaluate the role of corporate social responsibility and sustainability practices in branding. |
| 2. Understand branding models, brand equity, brand personality, corporate reputation and corporate communication and their interrelations. | 2.1 Analyse the factors that drive brand identity and brand positioning.
2.2 Analyse brand personality of a brand or an organisation. 2.3 Analyse the interrelationship between brand management and corporate reputation to sustain brand equity. 2.4 Evaluate the models of brand equity and the impact of brand equity on organisational success. 2.5 Analyse how brand equity and reputation can be developed through integrated marketing programmes together with a digital presence. |
| 3. Understand the process and factors related to developing and enhancing brand image over time. | 3.1 Analyse the main branding challenges in contemporary markets and potential approaches to overcome them.
3.2 Analyse the basis of brand association and brand differentiation. 3.3 Analyse the process and stages of brand launch sponsorship and development over time. |
| 4. Understand the development of brand management strategies to meet marketing objectives. | 4.1 Justify a brand development strategy and brand management plan.
4.2 Analyse the human and physical resources needed to support the brand plan. 4.3 Evaluate a marketing campaign, including digital & social media campaigns to successfully develop a brand position to meet marketing objectives. 4.4 Evaluate the outcomes of a range of brand metrics to determine the performance of the brand. |
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