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N1601 Strategic Brand Management

IMPORTANT

1. Always access Canvas using Google Chrome, Microsoft Edge, or Firefox. Do not use Safari

2. If you have problems accessing your exam, email your school office immediately [email protected].

3. Your submission must include:

· Your candidate number (Do not put your name on your paper)

· The title of the module and the module code

4. You are advised to save and submit your assessment in pdf format, as this prevents issues with file corruption. It is also the only format that will be considered/accepted if you have issues uploading by the deadline. Please note that for a file to be accepted by Turnitin, your submission must be a single file and must include at least 20 words of typed text. Further guidance about Turnitin submissions can be found here: https://student.sussex.ac.uk/assessment/submission/canvas-turnitin

5. You have 24 hours to complete AND submit the exam.

Note: You may submit your exam as many times as you wish before the exam ends.  When submitting through Turnitin, each upload will automatically replace the previous version.

6. Allow enough time (at least 30 minutes) to ORGANISE, SAVE, and SUBMIT.  Do not leave the uploading/submission to the last 5 minutes. It may result in you missing the deadline and having to do a resit.

7. If you have extra time due to Reasonable Adjustments this will be reflected in your Assessment Timetable in Sussex Direct.

8. After the exam end time you will NOT be able to submit because the Canvas link will have expired. If you fail to submit by the deadline/exam end time, your exam grade will be ZERO.

9. If you are facing issues with your file upload, please read and refer to the submission issue guidance on the last page of this document. 

Date: Friday 26^th January 2024

Exam Start Time: 09:30 GMT

This is the time the Takeaway Paper will be released in Canvas

Exam End time: Saturday 27^th January 2024 at 09:30 GMT

This is the due date in your Sussex Direct Assessment Timetable and when the Canvas link closes; meaning you will no longer able to submit after this time

Exam duration: This TAP has a notional ‘work time’ of up to 8 hours. 

Candidates should attempt TWO from the following FOUR questions:

1. You are the brand manager of a new cosmetics brand launched online last year.  

a. Discuss the importance of maintaining an understanding of both the performance of your brand in the market as well as your consumers’ thoughts and perceptions of the brand.  

(20 marks)

b. Critically discuss how social media monitoring could help you as an ongoing tool for your new brand launch.  (30 marks)   750 words (Total: 50 marks)

2. Global food and beverage company, Nestlé, owns many strong brands but still occasionally struggles with its own corporate image following a major controversy surrounding the marketing of baby milk formula to mothers in third world countries that began in the 1970s.  

a. With reference to the example above, explain the difference between a corporate and a product brand, and discuss the potential impact if either one has negative associations.  (20 marks)

b. Critically evaluate two of the ways of managing a corporate brand that were discussed on the module, providing scenarios where each option might be appropriate.  (30 marks)   750 words (Total: 50 marks) 

3.  In August 2023, Heinz UK announced the launch of tomato ketchup filled hash browns, following the launch of hash browns filled with baked beans in August 2022.  

What considerations do you think that Heinz would have made regarding the equity of the Heinz brand before launching these category brand extensions?  Discuss the potential challenges and benefits the company could have faced.    (50 marks)  750 words (Total: 50 marks)

4.  Each element of the marketing mix (7 P’s) can play a key role in building brand equity.

a. Within each stage of the product life cycle model, and using real brand examples at different stages or the same brand example for all stages, explain how aspects of the marketing mix can impact brand equity development.  (40 marks)

b. Discuss what additional considerations these stages might bring if the brand was to be expanded into international markets.  (10 marks)     750 words (Total: 50 marks)

Read Academic Integrity Statement

You MAY access online materials, including lecture notes during this examination.  You must complete this assessment on your own and in your own words. DO NOT discuss this assessment with others during the exam. By submitting this assessment you confirm that your assessment includes no instances of academic misconduct, for example plagiarism or collusion. Any instance of academic misconduct will be thoroughly investigated in accordance with our academic misconduct regulations. 

If you have any queries relating to the text of the exam paper, you can e-mail the School Office: [email protected] between 09:30 GMT and 11:30 GMT on Friday 26th January 2024. Please do not contact the module convenor directly. If necessary, any relevant responses will be provided to all students at the same time through the Announcements page of the module's Canvas site.

Guidance for students regarding submission issues: 

1. If you are unable to take/complete your exam due to a sudden and unforeseen situation, follow the guidance on Exceptional Circumstances.  This will not allow you to submit late, but depending on if you meet the criteria, you may be offered an uncapped resit.

Be aware that technical issues are not accepted criteria for Exceptional Circumstances claims. 

2. If you have completed your exam but experience issues submitting your exam, (such as a problem with Canvas/connectivity), email the school office at [email protected] within 15 minutes* of the exam end time, with the PDF file you were attempting to upload; You must provide your file in PDF format and this file must not have been modified after Exam has closed.

*If you have an issue that prevented you from contacting us within the 15-minute timeframe, such as an internet provider issue that required the attendance of a service provider, the Directors of Teaching and Learning may consider your case if notified by midnight (UK Time) on the day of submission. However, in order to consider your case, at a minimum they will need a copy of your work saved as a pdf file, unedited past the end time of the exam, plus clear evidence of the issue you experienced. They will then consider your case and make a decision at their discretion, on whether the exam will be accepted.