This document provides details for Assessment 1 for an advertising management course. It is a group project where students will analyze how branding and marketing promotions impact organizational performance for a chosen brand. The assessment consists of 3 sections worth 30% each: 1) Identifying target segments and brand positioning, 2) Analyzing the brand's strength using the Brand Resonance Pyramid model, and 3) Comparing the brand's performance to a competitor using the Brand Value Chain model. References and proper formatting are also required.

1. Assessment 1 brief
Advertising
Management

2. Assessment 1 brief
• PRES1: 25% weight
• Group Project: 4/5 participants
• Each group to choose a brand from different
industry sectors
• Task: Analyse and present how branding and
marketing promotions impact organisational
performance
• Section 1 - Target segment and brand
positioning (30%)
• Section 2 - Brand Resonance Pyramid
(30%)
• Section 3 - Brand Value Chain (30%)
• Format and References (10%)

3. Assessment
1 brief
• Section 1 - Target segment and brand
positioning (30%)
• Identify (at least) two target segments for
the brand.
• Examine the brand’s promotional efforts
for establishing its positioning using
• Points of parity (POPs) and
• Points of differentiation (PODs)

4. Assessment 1 brief
• Section 2 - Brand Resonance Pyramid (30%)
• Analyse the strength of the brand in
terms of establishing the six brand
building blocks of Brand Resonance
Pyramid. Justify using four steps of the
branding ladder (Keller &
Swaminathan, 2020) as follows-
a. Brand Identity
b. Brand Meaning
c. Brand Responses
d. Brand Relationships

5. Section 2 - Brand Resonance Pyramid (30%)

6. Assessment 1 brief
• Section 3 - Brand Value Chain (30%)
• Compare the brand’s overall performance with
one of its competing brands using the four steps
of Brand Value Chain (Keller & Swaminathan,
2020)-
i. Marketing program investment /
Marketing activity
ii. Customer mind-set
iii. Market Performance
iv. Shareholder value
• You are encouraged to use the three multipliers
(only comparison, not quantitative) of
• program quality,
• marketplace conditions, and
• investor sentiments in this analysis.

7. Section 3 - Brand Value Chain (30%)