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The purpose of strategic brand management is to build brand equity, or value. Critically discuss the means and limitations of building brand equity by comparing the mindshare and
cultural models presented in the module.
The assignment gives you an opportunity to critically discuss branding as a process of value
generation. While brand equity and value will be specifically addressed in a lecture, there are
several other module themes which you can draw on to support your discussion.
� Essays should not exceed 2,000 words in length and should be word processed (double
spaced using a common font such as Times Roman 12 pt, and spell checked). You should
follow the Harvard style of referencing. The deadline for submission is Monday,
December 3rd, 2012 (see Moodle for exact time).
� Your essay should include a title page and a bibliography, which includes the full
reference for all articles, books and other sources you have cited in the body of the text.
The bibliography (and any footnotes) need not be included in the word count.
� The coursework is to be submitted via Online Coursework Submission (OCS). You
should print off one watermarked copy and submit it to the UG Administration Office
(5N.5.6) within 24 hours after the OCS submission deadline. Please note that the
University runs a zero tolerance policy with regards to coursework submission: All
coursework submitted after the deadline will receive a mark of zero. The mark of
zero shall stand unless the student submits satisfactory evidence of extenuating
circumstances that indicate that the student was unable to submit the work prior to the
deadline.
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