Assessment 1 – Activity 4 Brand Building (3)




Assessment 1 – Activity 4 Brand Building (3)


Course Name: Certificate IV in Business

Code: BSB40212

Subject:Introduction to Marketing

Evidence technique: In-class activity

Assessment No: 1 – activity 4 (Brand Building)

Weighting: 10%

Due Date:Week 8

Competency Title: BSBMKG414AUndertake marketing activities

BSBMKG413A Promote products and services

Student Name:___________________________________

Student Number:___________________________________

Student Signature:__________________________________

Date: _____/____/_____

Trainer Name: Antony Elmore

Description of Assessment

  • you are required to complete the following Activities
  • After you have completed your task, upload it to assessment 1 submission link via Moodle
  • The submission link will be found under Assessment submission links
  • Ensure to change the file name to your Student No Assessment 1 activity 3. For example, if your student no is 1234, your file name should be 1234_Assessment 1 activity 3
  • Plagiarism Statement

    An intentional or unintentional Plagiarism is deemed by GCA as cheating and is completely unacceptable under any circumstances. It is required that all assignments be referenced using the Harvard System or other approved method advised by your lecturer.

    Any plagiarism will result in a ZERO mark for that assignment. This includes the submission of assignments that are not the student’s own work or does not acknowledge the work of others.

    By submitting this assessment in Moodle, you understand and agree to the plagiarism policy of GCA.


    Assessment 1 – Activity 4 Brand Building (3)
    Last updated: Sep 2023

    Page 1

    of GCA.

    Assessment Task 1 – Activity 4


    The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity.



    Factors that may contribute to (or detract from) the building of strong brand equity:

  • Product range
  • Relative product quality
  • Points of differentiation
  • Retailers used
  • Retailer prominence
  • CEO profile
  • Media (mainstream and blogs/forums)
  • Word-of-mouth
  • Use of celebrities
  • Other brand associations
  • Visibility of the product
  • Social media ‘connection’
  • Social ‘status’ of the product
  • Entertainment or self-identity product
  • Market share (extent of popularity)
  • Perceived innovation
  • Perceived integrity
  • Success of new products
  • Sales + service staff
  • Target markets
  • Market coverage (global?)
  • Time in market
  • Competitive set
  • B2C or B2B only
  • Social responsibility
  • Competitor’s actions
  • Employee behaviour

    Potential benefits that may be gained from strong brand equity:

  • Increased sales
  • Price premium
  • Customer loyalty
  • WOM and promoters
  • Perceived popularity and real visibility
  • More effective social media
  • Mainstream media attention
  • Retailer appeal
  • Point-of-sale merchandise uptake
  • Supplier bargaining power
  • Staff recruitment and retention
  • More energetic corporate culture
  • More skills and resources and capabilities
  • New product success
  • More product line extensions
  • Easier market development
  • Strategic alliances
  • More efficient marketing spend
  • Significant competitive advantage
  • Reduces threat of new entrants
  • Increased profits and stability of cash flows
  • Borrowing/capital raising
  • Stable cash flow and easier planning
  • Economies of scale
  • Improved price/earnings ratio


  • Review the list of factors that may contribute to building positive brand equity (list one). Which factors do you think would be the main contributors to a firm’s brand equity?
  • Now review the second list of brand equity benefits. Which ones do you consider to be the main benefits?
  • Looking at the two lists, do you think that there is a relationship between the two? That is, does a strength/performance in one list contribute to a better result for a similar factor in the other list? (Example, a strong brand can be built by social media, yet strong brands will generally have a greater social media presence and uptake.)
  • One of the fastest growing firms, in terms of its brand equity, in recent years has been Apple. Identify the factors on both lists and has contributed to the increase in its brand equity and the benefits they have gained from this increased position in the marketplace
  • ...

    Assessment 1 – Activity 4 Brand Building (3)
    Last updated: Sep 2023

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