Building Mental Availability to Grow a Brand Assignment Help
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