Brand Management (MKTG45605) 2025-26 Assignment Solutions

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Formative Assessment 1

A group assignment, requiring the collection and analysis of primary and/ or secondary data for Coca-Cola [within your analysis you can incorporate both, corporate brand and your chosen product brand]. Also, you need to provide analysis of competing brands in the marketplace, with reference to both theory and practice. You need to demonstrate appropriate choice of Models, Concepts and Theories (MCT). For example, following models can be used to conduct the analysis:

• Customer Based Brand Equity
• Caperer Brand Identity Prism
• The Corporate Character Scale

Further Guidance

You need to demonstrate clear understanding and effective application of the chosen MCT, demonstrated through the presentation itself and through how you respond to any questions posed by the tutor.

Effective use of background research and reading as demonstrated in the breadth of the Bibliography which must be in Harvard style.

Formative Assessment 2

Using research of formative one to create individual peer assessed PowerPoint (single slide) posters focusing on the similarities/dissimilarities between product and corporate brands, a proposed brand strategy and consideration given to an organisation’s sustainability reputation. We want your poster to effectively summarise your findings and highlight innovative ways to reflect upon your ideas in more graphical format.

Further Guidance

The success of a poster directly relates to the clarity of the illustrations. For example, the following points should be considered while developing your poster.

• Self-explanatory graphics should dominate the
• A minimal amount of text should supplement the graphic
• Use short sentences, simple words, and bullets to illustrate discrete
• Remove all non-essential information from graphs and

For section headings (e.g., Introduction), use bold, “maybe” a font size of about 34-40. For supporting text (e.g., text within each section & figure captions), use font sizes of about 24-28 (bold, if appropriate). In general, use font sizes proportional to importance:

• Largest font size- Title
• Next largest font size – Section headings
• Medium font size – Supporting material
• Smallest font size – Details

See example poster:

The Poster’s Background

The choice of a background colour is up to you. However, softer colours (pastels & greys) may work best as a background – they are easiest to view for hours at a time, and offer the best contrast for text, graphic, and photographic elements. Use a coloured background to unify your poster:

• Muted colours, or shades of grey, are best for the Use more intense colours as borders or for emphasis but be conservative – overuse of colour is distracting.
• Two to three related background colours, depending upon different sections of the poster will unify the poster.
• Use a light background with darker photos; a dark background with lighter
• Use a neutral background (grey) to emphasize colour in photos; a white background to reduce the impact of coloured photos.

Following links further address how to create a power point poster: https://www.youtube.com/watch v=_WnhoIbfcoM

https://www.youtube.com/watch?v=1c9Kd_mUFDM (formative brief ends here!!)

As you are aware, we are already considering this as an organisation, https://www.cocacolacompany.com/sustainable-business but as Brand Managers, you need to consider sustainability at a brand level too.

I look forward to receiving the requirement Regards,

T N Charge

Marketing Director – The Coca Cola Company

Assessment: The Brief

You have been appointed as a Brand Manager at The Coca-Cola Company, you have asked to address ethical, sustainable and CSR issues, and analyse the organisation’s strategic brand management process by conducting a brand audit and propose recommendations that will improve management of their brand portfolio, in light of the sustainability focus, and enhance their overall brand equity. You can choose one current brand within the Coca-Cola brand portfolio. NB, you cannot change the corporate brand (Coca-Cola Company).

Please note: this assignment is based on primary (optional) and secondary data. Direct and personal contact with your chosen organization (other than as a customer/colleagues) is strictly forbidden.

Requirement

This assignment is a 4,000-word individual report and represents 100% of the module grade. There are 4 main sections:

1. Assessment Declaration Sheet: Your submission must include a completed Assessment Declaration Sheet which can be found in your NOW Learning Room. The Declaration Sheet includes guidance on the use of GenAI and provides a space for your own reflections. All sections must be completed. This should then be inserted into your assessment at the beginning of your response. Failure to complete all sections and submit as part of your assessment can impact your grade.
2. Situational Analysis: This analysis examines the sustainable, ethical, and CSR challenges faced by Coca Cola, identifying associated opportunities and threats. It explores the sustainability and reputational initiatives currently implemented by the corporate brand, evaluating their strengths and weaknesses. Additionally, the product portfolio of Coca-Cola is assessed, linking it to the brand hierarchy, strategies, and extensions. Finally, the distinctions between the corporate brand (The Coca-Cola Company) and a specific product-brand needs to be highlighted, emphasising their unique characteristics.
3. Brand Audit: Provide a critical analysis of the Brand Management process currently in operation within Coca-Cola. Make this obvious it is The Coca Cola Company In order to do this, you will need to draw on concepts, theories, and models identified throughout the module.
4. Recommendations: Provide a new brand management strategy for your chosen brand. You need to ensure that your recommendation follows on from your analysis in the Also, you need to include and focus on the “tactics” as to how these recommendations can be implemented within the organisation. For tactics, you clearly need to indicate “how” the recommended strategies will be implemented by Coca-Cola. Also, elaborate the steps which will be undertaken to ensure strategies are achieved accordingly.

Important: You can select any of the brands within the Coca Cola Company, with your tutor advice. Students should ensure that the content relates to Coca-Cola and must also use relevant theory, tools and models to demonstrate they understand the key brand management principles.

You should be able to demonstrate that you have read widely around the subject, using up- to-date academic and practitioner literature. In addition, you should evidence of commercial awareness, adaptability and creative/analytical thinking. The assignment must be presented in a professional manner minus spelling mistakes, grammatical and punctuation errors and should adhere to a logical structure. In addition, professional marketing terminology should be used throughout as the student must adopt the role of a ‘Brand Manager’. Harvard referencing must be used throughout the report. Plagiarism in any form will not be tolerated.

Guidance for completing this assessment

A. Content

NBS Coursework Front Cover: This should include your student number, the module name, the name of the organization, title of the work, and word count on the front page.

Executive summary: Should be one page and should summarise the key findings and recommendations in your report. Do not simply state what the report will cover. (not included in word count)

Contents page: Use the Word facility to generate automatic page numbers.

Introduction: Introduce the purpose of the report (from the brief) and how the report is structured.

We recommend writing 200 words for this section.

Situation Analysis:

• Analyse the sustainable, ethical and CSR issues faced by the corporate (Opportunities/Threats)
• Analyse the sustainability and reputational measures currently adopted by the Coca Cola corporate brand. (Strengths and Weaknesses)
• Product Portfolio of Coca-Cola [this will be linked with brand hierarchy/strategies, also with the brand extensions]
• Highlight the differences between the corporate brand (Coca Cola Company) and the chosen product-line brand.

We recommend writing 1,200 words for this section.

Link providing some further information surrounding Sustainability:

• https://sdgs.un.org/goals
• https://www.coca-colacompany.com/news/coke-announces-ambitious- sustainability- goal#:~:text=Coca%2DCola%20today%20announced%20an,it%20sells%20globally%20by%202030.&text=They%20want%20and%20expect%20companies,%2C%20Th e%20Coca%2DCola%20Company

Brand Audit: Provide a critical analysis of the brand management practices currently in operation within Coca-Cola. However, in this section you need to focus on your chosen product brand. Brand Audit should include (1) “Brand Inventory” (2) “Brand Exploratory”.

Components of Brand Inventory includes, but are not limited to:

• Brand Elements
• Product
• Pricing
• Distribution
• Communication
• Advertising
• Ambassadors
• Sports and Events
• Philanthropy/CSR Activities
• Brand Positioning (POP’s, POD’s and Competitive Frame of Reference)

Components of Brand Exploratory includes, but are not limited to:

• Consumer Knowledge
• Brand Resonance Pyramid (This will be based on Brand Tracking Survey/interviews)
• Competitive Analysis
• Positioning Analysis (based on primary resources)

It is important that you do not simply describe the various practices but use theory and wider evidence to analyse their effectiveness. To achieve the higher grades, you need to provide evidence of your analysis and relate the analysis to deep understanding of the brand management literature. You will need to demonstrate a sound understanding of the conceptual and theoretical underpinnings of relevant brand management literature and apply it to the chosen organisation. We recommend writing 1,600 words for this section.

Recommendations: Recommend a new brand management strategy for Coca-Cola, whereas the same needs to be linked with your chosen product brand. You need to ensure that your recommendation

follows on from your analysis in the audit (For example, addresses the weaknesses that you have identified in your analysis). Also, you need to include and focus on the “tactics” as to how these recommendations can be implemented within the organisation. Your recommendations can focus on the following, but are not limited to, feel free to address other ideas. We recommend writing 1,000 words for this section.

• Recommendations for improving Brand hierarchy/strategies.
• Recommendations to enhance Brand
• Identify what the benefits could be for this organization using your deep understanding of brand management literature and your analysis from the audit.
• You are encouraged to use visual material or drawings to illustrate your new

Important: You need to justify and elaborate the recommended strategy is the best strategy compared to other options, how this strategy addresses the issues and weaknesses that were identified from the brand audit), using brand management literature to support your recommendations.

Appendices: Do not use the appendices as a dumping ground – the report should be able to stand on its own without the reader needing to read the appendices. The appendix is only to be used to provide more detailed information – should be viewed as optional for the reader. Remember, the appendices are not marked. Thus, any important tables or figures should be included in the body of the report.

Reference List: This includes only references that are cited within the report. Use Harvard referencing style for citations and references. Refer to the NTU Harvard referencing style guide https://now.ntu.ac.uk/d2l/lor/viewer/view.d2l?ou=6605&loIdentId=25435

Learning Outcomes Assessed

Module Learning Outcomes Covered:

Knowledge and understanding: a)      Demonstrate a critical understanding of the theories and processes used in the management of an organisation’s brand(s), including corporate branding, identity and image, in a wide range of contexts. b)      Critically discuss a wide range of appropriate marketing data and information used to evaluate and aid effective decision making in the context of brand management. c)      Recognise and address the ethical, CSR and sustainability issues that brand managers face and identify the appropriate branding and reputational methods they need to employ. d)      Evaluate data, theories and practice in order to demonstrate an understanding of effective and efficient brand delivery both internally and externally to organisations.

Skills, qualities and attributes:

a)       Demonstrate a critical understanding of relevant contemporary issues, theories and conceptual frameworks in order to select and justify appropriate strategies and methods to manage the corporate and product brand in an organisational context. b)       Demonstrate the ability in both the application and synthesis of knowledge and problem solving in order to make analytical and evaluative recommendations based on an understanding of different contexts and the key theoretical approaches. c)      Demonstrate and exhibit the ability to communicate key issues and arguments through the use of digital technologies and the written word to a professional standard.

How does this assessment relate to future employment?

Word count

The report is not to exceed 4000 words.

The purpose of the word count is to support your writing development by encouraging a focus on clarity and conciseness, provide experience of writing to a specified word limit, which is common practice in professional and research environments, and support equity in grading work from different individuals.

You are required to include the word count on the NBS Coursework Front Cover (available on the NOW module learning room) for all of your coursework, as an accurate statement of the words used. If you are found to have exceeded the word count in order to gain an unfair advantage, then your tutor can adjust your grade downwards depending on the amount of additional work submitted.

If the additional work is up to 500 words, the overall grade for the piece of work will be reduced by 1 grade point (e.g. UG 2.1-Mid to 2.1-Low; PG Commendation-Mid to Commendation-Low);

If the additional work exceeds 500 words, the overall grade for the piece of work will be reduced by 3 grade points (e.g. 2.1-Mid to 2.2 Mid; PG Commendation-Mid to Pass-Mid).

These penalties will be applied even if the reduced grade is below a pass grade.

You are advised to submit work that is as close to the maximum word count as is practical to enable you to demonstrate that you have met all the learning outcomes.

Style and presentation

The report should be a formal business report with a Table of Contents, Executive Summary, all other sections (as relevant) and ending with a recommendation. Include list of references and any appendices at the end (numbered and with a title). Headings to be numbered throughout. Diagrams and figures can be included in the text if applicable or as appendices.

Present your work in a way which would be suitable for an organisation. Your report should be clear, easy to understand, no typos/grammar/spelling mistakes, and, present information in the most appropriate way.

Style guidelines:

1. Front cover: Include your module title, assignment title, date, word count, student Do not put your name on the assignment anywhere.
2. Line spacing: 5 space for the body of the report; Reference List is single-spaced (1.0). Left aligned text is also easier to read.
3. Fonts: use a legible font like Arial, Verdana or Tahoma, between 10 and 12
4. Number your pages, and include your student number on each page
5. Try to write in the 3rd person passive voice (e.g. “it was found that…”; “this report will include…”), and demonstrate good use of English language – your report must be easy to follow and should not contain grammatical errors.

If English is not your first language, we strongly recommend that you spend time proofreading your work and book an appointment with the Academic English team or NTU Library. This will help to ensure that you do not lose marks through unclear or poorly expressed language, and will present a more polished, professional look to your work.

Academic Integrity and Referencing

To demonstrate academic integrity, you are expected to use Harvard Referencing style to correctly acknowledge the sources that you have included or quoted from within your work. See the NTU Harvard Referencing Guide for full guidance. It is important that you do not copy sentences or paragraphs from any source, including previous student assessments that may have been shared with you, and paste these into your work as if they were your own words.

All assignments will be processed through Turnitin similarity testing software and all cases of suspected plagiarism and/or suspected commissioning will be investigated thoroughly in accordance with NTU’s Academic Integrity policy. You are advised to submit your work to the draft Turnitin Dropbox folder to check the Turnitin similarity report for your work prior to submission. Further guidance is available on the Plagiarism and Academic Integrity at NTU NOW learning room.

Referencing Do’s & Don’ts

1. Do use Harvard style referencing throughout. This style does not use footnotes. A Harvard-style reference list is also required as the final page of your See the LLR guide for further details: http://www.ntu.ac.uk/library/developing_skills/index.html
2. Do not cite websites (like com or Wikipedia) for academic theories or concepts! They are not approved academic sources and will negatively affect your mark. It is acceptable to use these websites only to copy well-known diagrams with the source shown underneath.
3. Do not cite lecture notes! You must seek out the original texts or articles. We are looking for evidence of a range of reading around the subject, not just the module text, but other books and academic journal articles – which should be the predominant source of your
4. Do not copy text from a book, article or website without full references and speech marks (“—”) when a direct quotation is used. Failure to observe these rules will result in action being taken under the University’s rules on academic misconduct (plagiarism) with potentially serious consequences.
5. When citing a website or other electronic source, do put name and year in the report, e.g. Mintel (2018) and not the URL! Instead, full details including the URL and access date go in the References List.

Assessment support

All seminar activities are directly aligned with the assessment requirements. Students are required to complete two formative assessments, with submission dates provided in the formative assessment brief. Feedback will be given for both Formative 1 and Formative 2 to support students in their learning and progression.

Submitting your work

Deadlines are important and must be strictly adhered to. You must submit assignments on or before the due date indicated by the module leader(s). Submitting your work after the due date/time will be considered a late-submission and the late submission penalties will be applied in line with the NTU Quality Handbook Common Assessment Regulations (unless you have been granted an extension via a Notification of Exceptional Circumstance application).

All coursework is to be submitted electronically in NOW using the Dropbox facility within each of your module learning rooms. There is NO requirement to submit a paper copy. Please submit written work in PDF Format.

For each assignment you will be provided with a separate folder within your learning room Dropbox which will normally be open for electronic submission of your coursework until 11pm on the day of submission. When you make a submission to a Dropbox folder you will receive notification within NOW of your submission and also an email. Please ensure you keep these emails. Technical problems are rare but should you be prevented from submitting and miss the deadline due to such circumstances, then you should submit your coursework as soon as you are able and email a description of the problem to your tutor (if possible include a screenshot of the issue).

To help you manage your submissions within NOW, you can enable a Dropbox instant notification to alert you to when the Dropbox folder end date is 48 hours away (in NOW select ‘Preferences’ and tick the relevant check box for the Dropbox).

Grading matrix

Your work will be graded utilising the grading matrix below. This provides a standard benchmark which all assessments are graded against. Your final grade will depend on the extent to which you have meet the grading criteria.

NBS Feedback Form for Postgraduate Coursework
Module	Brand Management                                    MKTG45605	Student Number and Name
Assessment Element (as stated in the assessment brief)	Individual Report 100% of module grade	Tutor name (s)
Assessment submission date	09/02/25	Date Feedback Uploaded	Please refer to the Dropbox folder for the date on which your feedback was uploaded.
MODULE LEARNING OUTCOMES ASSESSED
Knowledge and understanding a)         Demonstrate a critical understanding of the theories and processes used in the management of an organisation’s brand(s), including corporate branding, identity and image, in a wide range of contexts. b)         Critically discuss a wide range of appropriate marketing data and information used to evaluate and aid effective decision making in the context of brand management. c)         Recognise and address the ethical, CSR and sustainability issues that brand managers face and identify the appropriate branding and reputational methods they need to employ.		Skills, qualities, and attributes   e)          Demonstrate a critical understanding of relevant contemporary issues, theories and conceptual frameworks in order to select and justify appropriate strategies and methods to manage the corporate and product brand in an organisational context.   f)           Demonstrate the ability in both the application and synthesis of knowledge and problem solving in order to make analytical and evaluative recommendations based on an understanding of different contexts and the key theoretical approaches.

d) Evaluate data, theories and practice in order to demonstrate an understanding of effective and efficient brand delivery both internally and externally to organisations.		g) Demonstrate and exhibit the ability to communicate key issues and arguments through the use of digital technologies and the written word to a professional standard.
Individual Report Grade (100%) The overall grade for the work is based on a holistic assessment and is determined by how well the criteria have been met overall and not the sum of the individual aspects of the work. In the matrix below, grades awarded against each criterion indicate that the relevant aspect of the work can be more readily associated with that category than any other. Allocation of a grade does not indicate that work exactly matches the associated description.
				Exceptional Distinction
		High Pass	High Commendation	High Distinction
Mid Fail		Mid Pass	Mid Commendation	Mid Distinction
Low Fail	Marginal Fail	Pass	Commendation	Distinction
If a zero grade, select the appropriate comment below:
NS – No work submitted or submitted > 5 working days after deadline		NK – Work submitted and is in moderation
NE – Work is not yet submitted, and student has an Extension		NN – Student did not attend for an exam

Learning outcomes         Fail                         Marginal Fail                   Pass                    Commendation         Distinction

Assessment Declaration Sheet	The Assessment Declaration Sheet has not been Submitted	The                 Assessment Declaration Sheet has been Submitted but not inserted at the beginning of the assessment. Sections are incomplete/not been completed.	The Assessment Declaration Sheet has been Submitted but not inserted at the beginning of the assessment. Only partial information has been included.	N/A	All the sections of the Assessment Declaration               Sheet have been completed and           it     has               been inserted        at               the beginning       of              the assessment.

Academic Knowledge, Application of Theory and Evidence of wider reading (20%)   Identification and understanding of relevant models and theories including, sustainability, corporate branding, product branding, identity and image.	Absence of relevant theoretical content and/or use of theory. Little or no evidence of engagement with relevant literature.	Knowledge of theory inaccurate and/or incomplete. Choice of theory inappropriate. Application and/or understanding very limited. Very limited evidence of independent reading and/or inappropriate sources used and/or engagement with the literature very superficial.	Sound systematic knowledge of key theories with some appropriate application and some appreciation of the limits of theory. Evidence of independent reading from a wide range of appropriate sources. Clear, accurate, systematic application of material. Shows developing ability to appraise material critically.	Demonstrates a detailed, accurate, systematic theoretical understanding. Appropriately selected theoretical knowledge is integrated into the overall assessment task with appreciation of the limits of theory. Evidence of broad and/or in-depth independent reading from appropriate sources. Rationale for choice of sources clear. Clear, accurate, systematic application of material, with consistent, thorough critical appraisal.	Knowledge and understanding of theory is detailed and sophisticated. Appreciation of the limits of theory demonstrated throughout the work. Approach to assessment task is clearly, appropriately and consistently theoretically informed. Demonstrates excellent breadth and/or in-depth independent reading from appropriate sources. Choice of sources clearly enhances fulfilment of the assignment objectives. Clear, accurate, systematic application of material with well-developed and/or integrated critical appraisal.

Critical Reasoning (40%) Critical analysis of brand management process using relevant models and theories. Evaluate appropriate marketing data and information to aid effective decision making in the context of brand management.	No evidence of critical thought.	Critical thought and/or analysis very limited and/or incoherent.	Demonstrates conventional critical insight and ability to contrast alternative positions.	Well developed, theoretically and/or conceptually informed critical thinking is consistently integrated into the work. Arguments demonstrate the ability to evaluate theories and/or concepts and/or assumptions and/or data.	Sophisticated, critical evaluation of theories and/or concepts and/or assumptions and/or data which informs the overall approach taken to the assignment. Arguments are clear, coherent, tenable, and demonstrate originality.

Derive Recommendations from data/information (30%) Development of a sound and convincing argument. Clear recommendations based on a critical analysis of the brand and possible alternative strategies	Information and/or data is poorly organised and is not analysed to develop recommendation (s) or generate valid ideas management related to Sustainability, CSR and brand hierarchy etc.	Incomplete attempt to formulate recommendation(s) based on the information gathered. Limited evidence of a convincing argument. Recommendations are loosely based on critical analysis within the context of brand management related to Sustainability, CSR and brand hierarchy etc.	Information and/or data is organised using structures and processes provided to answer given question(s). Some evidence of a convincing argument, although the overall effect is not entirely convincing. Some recommendation (s) are drawn based on critical analysis within the context of brand management related to Sustainability, CSR and brand hierarchy. Although these are barely sufficient.	Information and/or data is organised using structures and processes provided to answer given question(s) in an informed and creative way. . Recommendations are well linked to insights from a full critical analysis related to Sustainability, CSR and brand hierarchy etc.	Information and/or data is organised using structures and processes provided to answer given question(s) in an informed, creative and independent way. Recommendations are clearly based on deep insights from a full critical analysis related to Sustainability, CSR and brand hierarchy etc. Arguments are rigorously organised and expressed with conviction

Presentation and Clarity of Expression (10%) Presentation and Clarity of Expression (incl. accuracy, spelling, grammar, punctuation and referencing.	Presentation is disorganised and/or incoherent and/or medium is non-visual. Meaning unclear. Poor spelling, grammar and punctuation and few references	Presented in a disorganised manner. Lacks appropriate support from visual tools. Meaning often unclear and/or frequent errors in grammar and/or spelling. Some basic references but significant inaccuracies	Presentation has a good structure and some visual impact. Meaning clear, but language not always fluent. Grammar and/or spelling contain errors. References are generally accurate but some errors	Message is presented clearly and imaginatively with visual impact. Fluent writing style appropriate to the assignment. Grammar and spelling mainly accurate. References are fully accurate.	Creative presentation with strong visual impact which enhances the message. Excellent writing control, appropriate to assignment, which shows professional use of English. Grammar and spelling accurate. References are fully accurate.
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