Brand Management CW2

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Essay Questions for Brand Management (BMG)

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Students should choose ONE question from the options below.

You are expected to write a 2,500 word ANALYTICAL essay with a thorough review of academic opinion on the question chosen.

You will need to (a) Understand what the question is asking and be able to set your work in the context of an area of brand management theory (b) Demonstrate a wide knowledge of academic opinion on the topic and be able to analyse this to draw rational conclusions as to the question you have chosen.

You are expected to conduct your own research for this assignment. Brand theory covered in the lectures and seminars should be used to set your work in context but you will need to read a wide range of academic journal articles related to the question and be able to demonstrate an ability to analyse the different opinions presented.


1. A brand has to have a ‘purpose’ underpinning its identity to survive in today’s climate. Discuss.

2. Brand image is impossible to manage in an online environment. Discuss

3. Financial brand valuation and consumer based brand equity are separate concepts and should be treated as such. Discuss.

4. Brand loyalty is an outdated concept. Discuss.

Summative Assessment 2 – Academic Essay (50%)

50% of total mark – Deadline Week 13 – 2,500 words

This essay is intended to display the students ability to apply theoretical and applied learning through research and analysis. Students will be able to choose from one of 3 topics. Topics will be distributed in Week 9 and will be available on the Moodle site.
Students are expected to write a discursive and analytical essay which covers the key theory, academic thought and practical application of the topic chosen.

Marking Criteria:

Evidence of academic research including use of academic journals and key texts


Discursive ability.
Appropriate level of analysis of the key academic theories, thoughts and frameworks relevant to the chosen question


Appropriate structure. Correct referencing. Compelling conclusions based on thorough analysis and solid theoretical foundations.


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