BMKT3003 Concepts and Principles of Brand Management


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Assessment Details:-

  • Course Code: BMKT3003
  • Course Title: Brand Development
  • Referencing Styles: Harvard
  • Words: 1750
  • University: Australian Institute of Higher Education
  • Country: AU


Assessment Task:-


Unit Learning Outcome

  1. Use the concepts and principles of brand management to increase brand equity and formulate a brand strategy.
  2. Analyze a wide range of branding problems and apply brand management concepts and principles to formulate solutions


Assessment Description

In this project, you will work individually. You will select an Australian brand and conduct a brand audit. You are encouraged to attend the Referencing and Research Practice workshop organized by Mrs Alison McPhee, AIH’s Academic Success Manager. You may also schedule a one-on-one workshop.



Since everything can be branded, you have free choice to choose a company, product, celebrity, place, event or even an idea and conduct a brand audit. Whatever you choose, you need to review their branding from a theoretical as well as a practical perspective. In particular, you need to analyze their brands in terms of:

  • Sources of brand equity
  • Brand positioning strategy
  • Brand extension strategy
  • Brand innovation
  • Brand and technology

Based on your analysis, it’s highly advisable that you present a set of recommendations to further develop the chosen brand.