Assessment 1 – Activity 4 – Brand Building
ASSESSMENT COVER SHEET
Course Name: Certificate IV in Business
Subject:Introduction to Marketing
Evidence technique: In-class activity
Assessment No: 1 – activity 4 (Brand Building)
Due Date:Week 8
Competency Title: BSBMKG414AUndertake marketing activities
BSBMKG413A Promote products and services
Trainer Name: Antony Elmore
Description of Assessment
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 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:
Potential benefits that may be gained from strong brand equity:
A brand must have clearly defined objectives and tactics to achieve its strategy. The branding strategy defines the business a brand conducts, as well as how the brand will enter the market, gain market share and maintain a competitive position among its target market.
Walk into any business and you find workers creating e-mail messages, making presentations, reading trade journals, writing reports and talking on phones. A brand’s success depends on people communicating and working together to accomplish shared objectives.
A brand may offer exceptional features and benefits, but unless the marketplace is aware of them, the brand will never generate sales. Awareness relies on strong content marketing strategy to build brand awareness.
A brand’s reputation can be built or destroyed online, in person or in print.
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