Brand and product management
1 HEP:
HEP: NSW5028/CRICOS Provider Code NSW00246M MKT304A Individual Case Study Assessment 3 Brief T3 2015
Assessment Brief
Program Bachelor of Business
Subject code MKT304A
Subject name Brand and Product Management
Assessment title Assessment 3 – Case Study Analysis
Group or individual assessment Individual
Length 2500 words (+/-10%)
Learning outcomes addressed
This assessments addresses the following learning
outcomes:
a) Analyse the role of brand and product strategy
in the organisation.
b) Identify problems and questions in relation to
contemporary brand and product management.
c) Discuss the issues and challenges businesses
face in successfully
d) Assess the marketplace in terms of the
consumer, competitors, trends and
organisational objectives.
f) Evaluate brand and product performance
through the application of relevant key
performance indicators and other metrics.
Submission date 11:55pm Friday of Week 11
Total marks 100 Marks
Weighting 40%
Results
2 HEP: HEP: NSW5028/CRICOS Provider Code NSW00246M MKT304A Individual Case Study Assessment 3 Brief T3 2015
Assessment Brief:
Section 1
The Brand Report Card Report by Kevin Lane Keller.
Available here: https://hbr.org/2000/01/the-brand-report-card
Please read.
Section 2
Using the information in the Brand Report Card by Kevin Lane Keller and the theory you
gained during this trimester please select a brand from the list and answer the following 10
questions. Each question is worth 10 marks.
Brand Selection
Qantas
McDonalds
Pepsi
Boost Juice
Myers
Questions
1. How does the brand excel at delivering the benefits customers truly desire?
2. How does the brand stay relevant?
3. How is the pricing strategy based on the consumers’ perception of value?
4. Is the brand positioned properly?
5. Is the brand consistent with their marketing program?
6. Does the brand portfolio and hierarchy make sense?
https://hbr.org/2000/01/the-brand-report-card
3 HEP: HEP: NSW5028/CRICOS Provider Code NSW00246M MKT304A Individual Case Study Assessment 3 Brief T3 2015
7. Does the brand make use and co-ordinates a full repertoire of marketing activities to
build brand equity?
8. Do you believe the brand understand what it means to the consumers eg “who am I?
9. Do you believe the company who owns the brand or the brand itself offers proper
ongoing marketing programs to support the brand?
10. In your opinion do you see evidence that the brand monitor’s its sources of brand
equity?
Marking criteria
Excellent
10-9
Good
8-7
Average
6-5
Not
adequate
4-3
Poor
2-0
Each of the 10 questions are
worth 10 marks
Clear information
provided, well
answered, shows
strong evidence of
independent
thought used
supported by
relevant examples
Good
information
provided,
shows some
independent
thought and
examples
Basic
information
provided,
small
independent
thought
Lacking in
information
and
independent
thought but
some
information
provided
Not enough
information
provided
Total points /100 points