BHO2007 Brand And Innovation Assessment 3 2026 | Victoria University
BHO2007 Assessment 3: Group Research Report – Brand Extension Analysis
Assessment Overview
Working in groups of 3-4, students are to develop 2500-3000 words report for a brand extension. Students need to select an existing brand and develop an idea for a new brand extension. The recommendation for new brand extension must be based on thorough research into the current values of the brand being extended and the potential target market for the brand extension.
| Overview | Length or Duration | Worth | Due |
|---|---|---|---|
| This assessment requires students to select an existing brand and develop an idea for brand extension. Students, working in groups of 3-4 students are to develop a report that provides thorough information on the existing brand and the explanation and justification for the new product. | 2500-3000 words | 35% | 11.59 pm on the day of Session 10 |
Purpose
The purpose of this assessment task is to:
- Select an existing Australian brand;
- Provide comprehensive information regarding the company and its external environment;
- Develop the idea for brand extension;
- Provide an explanation and justification for the suggested brand extension;
- Develop professionally appropriate, structured, formal written communication.
Learning Outcomes
LO1: Apply branding principles for the management of brands in a dynamic competitive environment;
LO2: Analyse and evaluate branding strategy, brand decisions, brand positioning, and value propositions;
LO3: Evaluate the impact of new product development on overall business success;
LO4: Conceptualise the factors that underlie new product and innovation performance.
Assessment Details
This assessment requires you to prepare a group research report for the existing Australian brand for which you are required to develop an idea for brand extension.
Specifically, you are required to write a 2500-3000 words report investigating the existing brand and propose an idea for brand extension.
In constructing your research report, a report format is preferred over an essay format.
Please Note
This is a group assessment and you are required to work in groups of 3-4 students.
Instructions
To get started on your assessment task, please follow the instructions below.
- Select an existing Australian brand;
- Provide comprehensive information regarding the company and its external environment including market and competitor analysis;
- Develop the idea for brand extension;
- Provide an explanation and justification for the suggested brand extension, proposed target market and competition;
- Develop professionally appropriate, structured, formal written communication.
- Your report should be 2500-3000 words in length.
- The report format is preferred over an essay format.
- You are required to source at least four articles from peer-reviewed sources to support your arguments.
- Please make sure you are using the APA reference style.
Self-Enrol Into A Group
You should have formulated groups within your session, so the next thing to do is to self-enrol online via VU Collaborate. Please follow the simple instructions to self-enrol online here.
Assessment Criteria
The following criteria will be used to grade this assessment task:
- Research and references (LO 2,3,4)
- Brand background and values (LO 2
- Market and competitor analysis (LO 3,4)
- New product justification, proposed target market and competition (LO 3,4)
- Written communication and report structure