2- Branding

MODULE MD4214 Building a Brand
ASSIGNMENT CA1 – Reposition a Brand (Individual)

As a branding-savvy communications practitioner, one of the most common projects you are likely to
be tasked with (especially if you are working in a small business!) is to reposition the brand. When
doing this, three of the most common areas of focus are its brand values and objectives, brand
positioning, and communications strategy. In this assignment, you will focus on Brand DNA, brand
positioning strategies, and the POE framework, which are all effective building blocks to achieve this
aim.
2. Objectives
This assignment will evaluate your ability to:
• Analyse the brand’s Brand DNA
• Analyse the brand’s positioning strategy
• Synthesize an optimal media strategy and mix according to the POE framework
3. Instructions
• Identify and select a brand (not a product) in the product category. The chosen brand must have
a sales & marketing office in Singapore.
i. Jewellery
• Analyse the brand’s DNA, i.e. the viability and uniqueness of its values, style, differentiators, and
standards.
• Analyse the brand’s current market positioning strategy vs. relevant competitors. You may make
reference(s) to plausible or existing long-term trends or changes in the market. Discuss if the
brand should change its positioning.
• Evaluate the effectiveness of the brand’s current media mix for the Singapore market and
propose, with justifications, at least two (2) new media tactics that fall into any of the six areas
covered by the Paid-Owned-Earned media framework.
You are reminded that your justifications and analyses need to be supported with evidence (e.g.
media, data/statistics, infographics) from credible sources.
© Singapore Polytechnic
MD4214 Building a Brand
Official (Closed), Non-Sensitive
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4. Submission Details and Deliverables
• Submit a softcopy of your assignment to your lecturer before the start of your BB class on 1
Jun 2022, in Week 7
• Use the following format:
• Include a cover page with your name, student number, class, module name and module code
• Font: Times New Roman, size 12
• Double-spacing
• Not more than 10 pages (with diagrams/figures in-line with text, but excluding appendices)
Penalties and LOAs
1. Late Penalties
10 marks will be deducted for assignments submitted within an hour after the deadline. Assignments
submitted more than one hour after the deadline will receive zero marks.
Students who have a valid Leave of Absence (LOA) on the day of submission will need to submit
their assignments to the tutor by noon on the day that they return to school. There is no one-hour
grace period for LOA cases. Students with a valid LOA will need to inform the tutor as soon as
possible. Students are not to assume on their own that their deadline has been extended.
Students are expected to manage their time well and back up their work regularly. There will be no
exceptions made for late submission due to delays at the print shop / computer failure / software
fault / etc.
2. Plagiarism
You are reminded that plagiarism is a serious offence. Penalty will be imposed on those
who reproduced another person’s work and opinions as their own without proper
acknowledgement.
Answers bearing striking similarities to material from textbooks, websites or answers from
other student will be investigated and an appropriate penalty imposed on the students
concerned, at the discretion of the model tutor.
If you are found guilty of plagiarism in one module, you could fail all your modules in the
semester, or even be liable for expulsion.