Anonymous
timer Asked: Apr 20th, 2020

Question Description

. Question 1

Using the Keller’s Brand Equity Pyramid (below) discuss how both the elements within the pyramid and the brand development stages help brands to create resonance with their customers. You must illustrate your answer with examples. (50 Marks)

Question 2

Discuss the range of different types to brand extension strategy and their relative benefits and drawbacks. Use a range of different examples to illustrate and support your answer. (50 Marks)

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MIDDLESEX UNIVERSITY REPLACEMENT ASSIGNMENT FOR EXAMINATION Academic Year 2019-20 MKT 2236 Brand Management May 2020 Matt Brown Issued: Issued 12 noon (UAE Time) 20th April 2020 Deadline 12 noon (UAE Time) 21st April 2020 (via turnitin) Total number of questions: TWO Instructions to candidates: Answer ALL questions. Each question is worth a maximum of 50 marks. Word limit per question 1000 words (+-10%) Submit to Turnitin Essay structure is required. Font should be 11 point Ariel. Harvard Referencing is required. Question 1 Using the Keller’s Brand Equity Pyramid (below) discuss how both the elements within the pyramid and the brand development stages help brands to create resonance with their customers. You must illustrate your answer with examples. (50 Marks) Question 2 Discuss the range of different types to brand extension strategy and their relative benefits and drawbacks. Use a range of different examples to illustrate and support your answer. (50 Marks) Marking Guidance Grade Bracket 70+ 60-69 50-59 40-49 Fail Knowledge & Content There is ample evidence of knowledge and critical understanding beyond the scope of the task. Wide, relevant and insightful use of examples There is evidence of an advanced knowledge and critical understanding of the material, with interesting and relevant examples. There is evidence of adequate knowledge and clear understanding of the material. Some use of examples There is evidence of basic knowledge and a very limited of understanding of the material, with only a narrow range of examples. There is evidence of very basic knowledge, but no real understanding of the material. None or irrelevant examples Relevance & Discourse All points made are well supported by suitable evidence. There is clear evidence of all conclusions based on well supported arguments. All points are immediately relevant to the task. Clarity, Communication The answer is exceptionally well written and the arguments are clear. All points made are well supported by suitable evidence. There is clear evidence of suitable conclusions based on the arguments. Most points are immediately relevant to the task. The answer is overall wellstructured and written very clearly, though some sections may lack clarity. Most points made are supported by relevant, though not always suitable, evidence. There is evidence of suitable conclusions based on the arguments. Most points are broadly relevant to the task. The answer is overall well written and clear, though some sections may lack clarity or structure. Relevant and occasional evidence support some points made, though main points may remain unsupported or not clearly distinguished from each other. Conclusions have limited support in the arguments presented. Some points are broadly relevant to the task. There is little evidence used to support the points made, and main points remain unsupported and not clearly distinguished from each other. Conclusions have little argumentative support. The answer is largely well written and clear, and substantial sections may lack clarity or structure. The answer is not well written and often unclear, and most sections may lack clarity or structure. ...
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