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Brand evaluation & brand building

Assignment Requirements
In the attached document, pay particular attention to highlighted and bold texts. Choose the Commonwealth Bank of Australia as the primary perspective.
Also, read the description, purpose and writing structure carefully. Please be succinct in the writing with the appropriate Harvard referencing style.
Case project – Brand evaluation & brand building
Word limit:          2600 (excluding the reference list)
Assignment description
This assignment requires you to consider the role that market research plays in developing the brand. Brands are evaluated using a variety of research techniques, encompassing both qualitative and quantitative approaches. For this assignment you will select one of these research approaches to focus on.
This assignment requires you to consider the research process and decision making associated with branding and image research that we have covered in the unit. This is a very relevant topic since branding is one of the most important aspects of contemporary applied marketing. The assignment is to be written from the perspective of one of the players in the banking industry. (With permission from the tutor you may be allowed to select another industry).
NB – please do not conduct any primary market research for this assignment, rather just consider the research design and process involved in branding research from the marketing manager’s perspective.
Think about and develop your appreciation of the application of research in brand building.
Present and interpret information in a concise manner, as well as accurate referencing.
How to structure your writing

Introduction – In your introduction specify your chosen research area and discuss the significance of branding in marketing. Outline the structure of your report.


Marketing objective(s) – Discuss the value / role of your chosen branding research approach – and describe the specific research objectives


Describe the research design / process in relation to your chosen approach –Include description of the information to be collected, as well as general methodological considerations in the research process.


Anticipated output of the approach and how to interpret –In this section you need to clearly show with examples using ‘guesstimates’ of the type of output you would expect and describe its potential role for helping a bank to develop its brand. (NB you are not required to actually conduct any primary research)
Conclusion – Write about 150 words summing up the importance of overcoming the pitfalls of emerging market research and reducing associated decision making risks.


Word limit – There is a considerable amount to cover, so it is important that you clearly introduce the focus of your assignment and then write clearly and concisely within the specified word limit. at the end of each section please state the number of words you have used. Word limit – at the end of each section state the number of words you have used. At the start of the assignment please also indicate the total number of words, which should not exceed 2600 words. NB the reference list does not count toward the word limit.
Finally insert your ‘References’ list using a recognized referencing format such as APA or Harvard – (For example, the ‘Harvard quick guide’ provides a useful summary http://www.swinburne.edu.au/lib/researchhelp/harvard_quick_guide.pdf).
Please write in a professional manner with a clear structure and appropriate headings, properly spell checked and proof read.

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