Building Mental Availability to Grow a Brand Paper
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
Building Mental Availability to Grow a Brand Paper
Building Mental Availability to Grow a Brand (Graded) “Applying branding principles to build Mental Availability of a brand’
This assignment builds on Course Objectives and draws on the knowledge you have gained on why Mental Availability is important and How Brands Grow. All students with a specific brand within the UK market to focus on for the assignment. It is important that your assignment is based on how to build the Mental Availability of the brand and market you were allocated.
You have recently joined a branding team where the objective is to increase brand sales. In 2019 SP2 you will examine the UK Financial Services market, allocated the following brand based on your last name:
Part One: Marketing Challenges Brand Performance (estimate 400 words):
Your first task is to identify the current challenges to growing brands in the market and the performance of your allocated brand based on the 2012 data provided for this task. Present the 2012 data in a table format suitable to discuss a law-like pattern in marketing. Discuss if your brand is performing as expected in this market and if there any deviations that need further investigation. Include Buyer Behavior and Mental Availability metrics.
Supplement the course website data with other sources that report the latest market intelligence on the brand and its key competitors. Examples of industry sources include Euromonitor Passport GMID and ‘Campaign’ for market trends, current conditions and details on marketing campaigns.
Justify your interpretation of the brand’s overall performance by drawing on course concepts. Conclude with your view of pressing marketing challenges related to building Mental Availability for the brand you were allocated.
Part Two: Brand Audit (estimate 800 words):
Draw on industry publications, such as Campaign, B&T, Advertising Age or articles from the WARC database to critique marketing campaigns or branding efforts. The brand’s website, YouTube and social media sites should also be examined as part of the brand audit for Part Two. Pick at least two other competitor brands to also review. Add examples into an Appendix (not included in word count)
2A. Provide a brief history of the brand and key competitors from a marketing perspective, i.e. bullet point key milestones related to the brand.
2B Provide a brief overview of marketing efforts of the brand, critique efforts against evidence on how brands grow (refer to examples in your appendix).
Once you have provided an overview, focus specifically on the messaging and branding execution in relation to building Mental Availability.
2C Examine brand messaging across the market for three brands (your brand and two others). What type of links are they building to their brand. Discuss if this is useful based on your knowledge of how brands grow.
2D Provide a summary of potential Distinctive Assets for your brand (group by asset type) recommended for testing with consumers. Briefly discuss the potential to build and use Distinctive Assets by the brand. Include a table comparing types of Distinctive Assets used by your brand with two other competitors.
Part Three: Recommendations (estimate 400 words):
3: Summarise efforts post 2012 to build the brand’s Mental Availability. Would you expect any variations to the 2012 performance for the brand? Why? Why Not
Provide support for your views. Conclude with recommendations on how the brand can improve its Mental Availability. Explain how strategies suggested can help the brand to grow.
Highlight anything considered essential for successful execution and include specific metrics suggested to evaluate if Mental Availability has changed.
Length: 1600 words, plus a minimum of 15 references. There is no ‘magic number’ of articles or references to use but any claims you make require sources to strengthen your argument. Use the submission template and add headings, because this will provide clarity in the assignment.
Use the UniSA library Referencing Roadmap resource to check that you have used the correct Harvard referencing format before submitting. Ensure that you are familiar with Academic Integrity polices and submit assignments that show your own thinking and the ability to apply course knowledge to specific branding scenarios.
I am expecting that the understanding of the issues in your assignment will reflect your prior exposure to marketing ideas in previous courses. In other words, the expected level is higher than that for a new marketing student. I also expect that you will draw on the text book, eReadings and lecture content when discussing concepts.
Marking Criteria for Assignment
1 Ability to source, evaluate and integrate relevant and appropriate information sources 2 Ability to analyse a brand and identify concepts related to building Mental Availability
3 Creativity and completeness in developing suitable recommendations (addresses all task elements and represents original contribution)
4 Application of relevant course knowledge to develop strategies to grow Mental Availability 5 Ability to develop a logical argument and present it in a way that the audience is persuaded it’s the best solution
6 Presents ideas succinctly (efficiently) and professionally – style that is audience-appropriate; correct language choices; use of Harvard referencing
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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