assessment requires you to select a topic in branding:
• Building secondary brand associations through corporate social responsibility (CSR/BSR)
• Building secondary brand associations through celebrity endorsement
• Brand extension
• Managing brands over geographic boundaries – international branding
Write a short critical academic literature review on the topic chosen. Identify areas for further academic research and offer general guidelines for improving brand management practice in this area. (If there is a different branding topic you would like to focus on then please ask your tutor as this may be possible but please note there will not be a session with journal suggestions as a resource for you. Brand Revitalisation is not allowed as a topic as the past example reports are on this topic. If this is selected, then you will fail and must take the resit).
You should begin by defining the topic and including a mind-map of the key themes/authors in the literature. Your review needs to do more than discuss the views of
leading writers in the area you have chosen (with a focus on academic journal articles, at 1
least 10). You must critically appraise the literature and contribute your own views, both on identifying areas for further academic research and recommending general guidelines for improving brand management practice in your selected topic area. Ideally you should include a table summarising your journal articles and develop your own model/framework as a contribution to the brand management literature. You should fully reference your report using Harvard style and include word count on your front sheet. More detailed assessment criteria can be seen on the AS2 Rubric
Use report format that includes the following content:
Analysis of Literature & Sources used 60%
Identification of areas for further academic research 15%
Recommendations for brand management practice 15%
Professional/academic quality: report format, professional presentation and you should fully reference your report using Harvard style and include word count on your front sheet 10
