Assessment Criteria To achieve a 'Pass' grade of 40% or above In order to achieve a pass grade the student will have demonstrated at least a satisfactory understanding of the concepts and principles of Brand Management. The work produced must apply appropriate principles, concepts and frameworks in order to address the areas specified in the assignment. There should be also a clear evidence of research and reading, with reference to appropriate sources. To achieve a grade of 70% or above In order to achieve a grade of 70% or above, as well as satisfying all of the outlined criteria for a 'pass', the student must demonstrate a detailed understanding and application of the concepts and principles of Brand Management

The submission will be well organised and contain all relevant data. It will show evidence of appropriate investigation including research from a range of academic literature and other secondary sources of information. Detailed answers will be given to each of the questions with appendices where appropriate. There will be an evidence of wider reading through appropriate supporting references. State the number of words used at the end of your assignment. You may include diagrams, figures etc. without word penalty. A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded. 1-10% excess no penalty 11-20% excess 10% reduction in the mark 21-30% excess 20% reduction in the mark 31 %+ excess the work will be capped at a pass i.e. 40%

Criteria Description Weight 1 Introduction a. Background of the organisation b. Objectives of the assignment 10 2 Brand Management Application a. Identify and discuss two (2) types of brand extension employed by the chosen organization in targeting potential market/s. 10 b. Analyse the implications or impacts of the two (2) identified types of brand extension employed by the chosen organization in targeting potential market's. 30

Style and Format Write down the exact number of words at the end of your essay. You may include diagrams, figures, appendices etc. without word penalty. A sliding scale of penalties for excess length will be imposed. The first page must be designed as a cover page name, student ID and batch. Computer format is compulsory. Make sure you use a consistent format for your essay (font, font size, margins etc.). Referencing Style for the Assessment In the text of your assignment if you quote directly from an article, journal or book this should appear in quotation marks ("..."). The source should then be acknowledged by stating the author's last name and date in brackets at the end of the quotation, e.g. (Rushmore & De Roos, 2002).