University : | Australian Institute of Higher Education UniLearnO is not sponsored or endorsed by this college or university. |
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Subject Code : | BMKT3003 |
Unit and Course
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 solutions.
GA 1: Communication
GA 3: Research
GA 4: Critical Thinking
GA 6: Flexibility
Assessment Description
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.
Content:
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
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