Assessment: Brand Analysis

Instructions:

Choose a branded food product that is available in the Australia. Part of the existing customer proposition for this product must relate to environmental sustainability.

Provide responses for the following:

• Describe the product briefly.
• Research trends that can /do affect this product and discuss how a brand manager can utilise these trends to manage the brand and ensure the brand is relevant over time.
• Using Figure 10.2, (de Chernatony et al. 2013, p 382 – also discussed in Chapter 2) identify the various components /levels (generic, expected, augmented and potential) of the brand as they apply to the product.
• Identify and describe environmental sustainability features of this product.

The assessment should be no more than 1,000 words excluding references.

Purpose of assessment:

The purpose of this assessment is to:

• examine a brand in terms of its elements;
• describe the various components of a brand in relation to theory and how these interact;
• research consumer trends and demonstrate how they can affect a brand.

Marking criteria:

• Description of the product (20%)
• Evidence of research into trends and correct application of these trends to the chosen product (20%)
• Correctly applying the levels of brand (20%)
• Discussion of environmental sustainability features of this product (20%)
• Clarity of expression (including accuracy of grammar, punctuation and spelling) (10%)
• Correct and consistent referencing (10%)

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