This is a paper that focuses on the BM3388 Strategic brand management assignment. The paper also provides instructions on how to choose a question fro the two sections.

The BM3388 Strategic brand management assignment

SECTION A
QUESTION 1: WORD LIMIT – 2000 WORDS

Commercial organisations invest considerable funds in building their corporate brand and its associated set of product / service brands. What process would you recommend an organisation follow to evaluate the performance of all its brands?
Apply this process to an organisation with which you are familiar.

SECTION B – 50 MARKS
ANSWER ONE (1) OUT OF THE FOUR (4) QUESTIONS.

QUESTION 2: WORD LIMIT – 2000 WORDS
Supporting your answer with relevant theory, research and also business examples, assess the contribution branding makes towards an organisations corporate identity.

QUESTION 3: WORD LIMIT – 2000 WORDS
Critically evaluate the following statement: “All forms of measuring brand equity are equally appropriate for application at the corporate brand level”.

QUESTION 4: WORD LIMIT – 2000 WORDS
“It makes no difference whether or not changes are made to an organisations corporate brand after an organisation is either acquired by or merged with another”.
Critically evaluate this statement using theory, research and business examples.

QUESTION 5: WORD LIMIT – 2000 WORDS
What potential branding structure options are available to companies in order to structure their brands? (20 marks) Using theory, research and business examples assess the implications of branding structure decisions for front-line employees.

The BM3388 Strategic brand management assignment

Firstly, support your answer with relevant theory, research and business examples, assess the contribution branding makes towards an organisations corporate identity.

Secondly, critically evaluate the following statement: “All forms of measuring brand equity are equally appropriate for application at the corporate brand level”.

“It makes no difference whether or not changes are made to an organisations corporate brand after an organisation is either acquired by or merged with another”.
Thirdly, critically evaluate this statement using theory, research and business examples.

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