due week7 Weighting Percentage:40% Addresses learning outcome(s): After successfully completing this unit, students will be able to understand how brands are built, managed and evaluated. In particular, students will be able to: 1. examine the brand and the elements of brand management; 2. describe the various components of brands and how these interact; 3. analyze branding techniques and apply these to a variety of different issues; 4. critically evaluate how creative concepts and execution contribute to brand success; 5. work effectively in teams to analyze and prepare presentations on various topics of brand management. Related graduate attribute(s):

Assessment 1:Brand Analysis

Due dateWeek 7 : 4pm Thursday, 2 April

Value40%

InstructionsChoose a branded food product that is available in the ACT. 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.Please ensure that any research is referenced appropriately. Students must ensure that quotations taken directly from other sources are correctly referenced and appear in quotation marks. It does not matter which style is used as long as it is used consistently. It is very important that students use academic sources and/or industry sources that are balanced, reliable and credible.

Purpose of assessmentThe 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%)