University	Auckland Institute Of Studies (AIS)
Subject	MKTG802 Strategic Marketing – Brands Products and Services

MKTG802 Assignment 2 Brief

Course: MKTG802 Strategic Marketing – Brands, Products and Services

Due: 4pm Thursday 21 May 2026 (soft copy submission through Moodle only)

POINTS to NOTE:

There are 100 marks for this assignment which is 40% of the final course grade.
The word limit for this assignment is 3,000 words (+/-10%), excluding references, figures, tables, and appendixes.
Use Arial or Times New Roman font size 12 and 1.5 line spacing.
Ensure you follow academic citation and referencing requirements, as failure to do so may invoke penalties. Use APA (7_th). A reference list is required.
You are also required to reference the use of any tools / software / application used. This includes the use of artificial intelligence (AI) to paraphrase or proofread, which requires a statement where applicable.
Upon submission your assignment will be checked for copied materials as well as the use of AI (artificial intelligence), with penalties to be applied where appropriate and if not appropriately referenced.
You may submit your assignment as a draft submission (Moodle/Turnitin) to check similarity prior to making your final submission.
Late submissions incur a 5% penalty (5 marks) for each 24-hour period up to 96 hours (after that time, your mark will be recorded as zero).
An extension may be granted if, within the prescribed timeframe, you submit an ‘Assignment Extension Application’ form with supporting documentation (e.g., a medical certificate) to the Programme Administration Unit.

Learning Outcome

As set out in your Course Outline, this assignment requires you to:

LO3: Create appropriate and suitable reports with marketing plans to achieve success; and
LO4: Assess and justify market opportunities for effective brand management and brand strategies.

Assignment 2 Task

After graduating from AIS, you have secured a role as a Marketing Analyst at a leading consultancy firm. In your first major assignment, you have been tasked with preparing a comprehensive marketing report for a newly onboarded client, a prominent New Zealand- based brand operating in the consumer goods sector.

A list of approved companies will be provided during class for your selection.

Your objective is to conduct an in-depth analysis of the selected brand and present actionable marketing insights. Your report must demonstrate a strong understanding of strategic marketing concepts, consumer behaviour, brand equity, and sustainability trends.

a) Executive Summary (10 marks)

Develop an executive summary detailing the purpose of the report, brand’s overview and challenges by highlighting the report’s main essence. The summary should provide a concise overview of the key points and objectives of the report.

b) Brand Equity Analysis (40 marks, LO3/LO4)

Your audit of the brand should comprise the following segments:

Brand history and overview
Key challenges of the brand
Analyse the firm’s current branding and marketing programs
Points of Parity (POP) and Points of Differences (POD)

c) Consumer-Based Brand Equity (30 marks, LO3/LO4)

Assess the brand’s associations across each level of the Consumer-Based Brand Equity (CBBE) Pyramid. Critically examine the brand’s equity by identifying the strong and distinctive associations that define its identity, differentiate it from competitors, and resonate deeply with its target audience. Your analysis should reflect how these associations contribute to brand awareness, emotional responses, and overall brand loyalty.

d) Strategic Growth and Sustainability (20 marks, LO3/LO4)

Based on your analysis, propose ONE strategic brand innovation that aligns with your selected company’s market position and consumer insights. Clearly explain how this innovation supports the brand’s future growth and long-term sustainability. Your response should also outline the key strategies for effective implementation and marketing, ensuring the innovation delivers measurable value and maintains brand relevance.

MKTG802 Assignment 2 Marking Rubric

Grading	D- (0% – 39%)	D (40% – 49%)	C (50% – 64%)	B (65% – 79%)	A (80% – 100%)
A- Executive Summary (10 marks)	Lacks a clear overview, missing many key aspects. Fails to summarize key findings or does so inaccurately.	Provides a basic overview, missing several key aspects. Summarizes findings poorly, with significant omissions.	Provides an adequate overview, covering some key aspects. Summarizes some findings but lacks clarity or misses key points.	Provides a clear overview of the report, covering most key aspects. Summarizes key findings clearly, with minor omissions.	Provides a clear, concise, and comprehensive overview of the entire report, covering all key aspects. Summarizes the most important findings in a concise and insightful manner.
B- Brand Equity Analysis (40 marks)	The assessment falls short in providing thorough and precise analysis, failing to demonstrate a grasp of the brand audit. It does not address consumer behavior or the competitive landscape pertaining to the chosen brand. Furthermore, it inaccurately assesses or ignores the brand’s key challenges, strategies, and competitive dynamics.	The assessment provides a simple analysis of the brand audit and overview but lacks thoroughness and detail. The examination of the brand’s significant challenges, marketing strategies, and competitive environment is restricted. There is a lack of in-depth information on the brand’s competitive landscape, with minimal inclusion of pertinent research sources.	The assessment provides a basic understanding of the brand’s history and overview but lacks thorough justification when discussing the company’s positioning in the New Zealand market. While the discussion touches on key challenges, marketing programs, and brand competitive positioning through POPs and PODs, it would benefit from additional validation from credible peer- reviewed sources. The assessment of the brand’s competitive positioning is limited but overall accurate.	The assessment provides a detailed analysis of the brand’s history and overview, outlining the company’s position in the New Zealand market. While the assessment adequately identifies the key challenges faced by the brand, it lacks depth. It correctly acknowledges the brand’s marketing strategies and evaluates the Points of Parity (POPs) and Points of Difference (PODs) that enhance the brand’s competitive positioning. Nevertheless, more justification is needed through relevant research materials.	The assessment offers a detailed analysis that delves into the brand’s history and provides an overview, explaining the company’s position in the New Zealand market. The assessment includes precise and comprehensive evaluations of the key challenges encountered by the brand. It also scrutinizes the company’s existing marketing tactics and assesses the Points of Parity (POPs) and Points of Difference (PODs) to support the brand’s competitive positioning. Presented in a clear and concise manner, the analysis offers a comprehensive insight into essential aspects by integrating relevant research materials.
C- Consumer Based Brand Equity (30 marks)	Limited or no assessment of current brand association within the CBBE Pyramid. The analysis provided is limited or does not significantly address the brand association with the target audience and the competitors.	Insufficient evaluation of the current brand association within the CBBE Pyramid. The assessment overlooked highlighting the distinct and strong meanings that differentiate the brand from its competitors. Moreover, the explanations regarding brand association and the CBBE model fail to demonstrate the brand’s significance to the target audience.	A basic examination of the brand association across some levels of the CBBE Pyramid. The analysis partly supports the strong and dominant meanings that set the brand apart from its competitors, however, this assessment lacks thoroughness and detailed elaboration. The analysis of the CBBE model fails to establish a link to the target audience. The evaluation lacks sufficient theoretical and research- based resources to substantiate the arguments.	The assessment provides a comprehensive evaluation of brand association across all levels of the CBBE Pyramid, but certain sections lack depth. The analysis partly supports the strong and unique meanings that set the brand apart from its competitors. It also touches on how these brand associations connect with the target audience to some degree. The assessment presents theoretical support, requiring learners to conduct research and put in effort to assess and confirm the brand association.	The assessment offers a thorough evaluation of brand association across all levels of the CBBE Pyramid. The analysis justifies the strong and distinctive meanings that differentiate the brand from its competitors. The evaluation also extensively illustrates how these brand associations deeply resonate with the target audience. The analysis presents a compelling and well-supported argument that demonstrates critical thinking, backed by relevant theories and peer- reviewed sources.
D- Strategic Growth and Sustainability (20 marks)	Identification of a brand innovation is missing or inappropriate for the selected brand and there is no appropriate discussion or documentation of ideas. Does not adequately discuss how the brand innovation should be strategically operationalised and marketed to achieve future success.	Identifies a brand innovation but the selection is not well articulated, and the discussion may be shallow and not based on sound research. Describes some strategies which tangentially seem to relate to operationalising and marketing the suggested brand innovation. However, what is suggested is mostly generic and lacks appropriate justification.	Identifies a brand innovation and the discussion is adequate and demonstrates theoretically supported requiring research from the learner. Provides a basic discussion and limited supporting arguments on how the brand innovation should be strategically operationalised and marketed to achieve future success. It is less generic in places and lacks an appropriate rationale.	Assessment identifies a brand innovation and provides a suitable rationale for its selection which is based on mostly sound research. Provides a detailed and well defended discussion with relevant theories on how the brand innovation could be strategically operationalised and marketed to achieve future success.	The assessment pinpoints a brand innovation and offers a strong justification for choosing it, backed by thorough research. It presents a comprehensive, specific, and strong argument, supported by relevant theories, on how the brand innovation could be strategically implemented and marketed for future success.

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MKTG802 Strategic Marketing – Brands, Products and Services Assignment 2 Brief 2026

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