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INSTRUCTIONS TO STUDENTS

Requirements

This assignment constitutes 30% of the overall Summative Assessment.
The Coursework One assessment requires student to develop a branding challenge and brand audit for the assigned company in Appendix A. Your assignment should apply concepts from B3270C Branding, Advertising and Promotion – Lessons 2 to 11.
Each student will be graded based on the individual submissions of the Coursework One assessment.
The Coursework One assessment deliverables consist of the following:

Brand Audit, Evaluation and Challenge

The Brand Audit, Evaluation and Challenge should NOT exceed 20 pages (excluding cover page, table of contents, appendices, and references). Any content beyond the page limit will not be taken into consideration in the submission.

Brand Audit (10%)Perform a brand inventory exercise and brand exploratory exercise.Brand Evaluation using Brand Resonance Model (10%)Describe each component of the Brand Resonance Model for the company, based on your research and reasonable assumptions.Refer to Appendix B for details of the Brand Challenge and Audit Template.
APPENDIX B

Template

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