Brand Management and Innovation : 701912

Question:

 

Module Name and Level	Brand Management and Innovation Level 2
Module Code	MC 19-2
Assessment No.	Assessment 1a & 1b
Assessment Type & weighting:	A1a – Poster Presentation (30% weighting) + A1b Forum Post (10% weighting)
STUDENT MCUC NUMBER: Please note that a grade will only be given to those whose student number is noted on this form.  Please ensure that the student numbers from all group members are recorded accurately.
Poster Presentation Date: Forum Post Date:
MODULE TUTOR:	Dr. Nisha Saha
DECLARATION ·         The work contained in this assignment is my own and that all materials and sources used have been acknowledged. ·         I/We have not copied or colluded in part or in whole, or otherwise plagiarised the work of other students. ·         This assignment has not been submitted for previous assessment in any other subject or to a substantial extent has been accepted for the award of any other unit, module, degree or diploma of a university or any other institute, except where due acknowledgement is made in the text. ·         I/We confirm that I/we have read, understood and followed the guidelines for assignment submission and presentation provided by the lecturer. ·         I/We understand that this assignment may be retained on the database and used to make comparisons with other assignments in future. ·         I/We have made a copy of my assignment ·         This work may be photocopied and/or communicated for the purpose of identifying plagiarism. ·         I/We give permission for a copy of this marked assignment to be retained by the faculty of Business Management for the purpose of course reviews by external examiners and to be used as a resource by Majan College. ·         I/We understand that unauthorized late submission without a valid written extension will be marked as per the college policy mentioned in the students handbook page 16 section 4.4.2.

 

Brand Management and Innovation (MC 19-2)

 

Assessment 1a (30% weighting): Assessment Task:

Many organisations incorporate changes in their brand identity, in part or whole, over time. These changes are undertaken as a part of the Brand Revitalization process and are driven by both external and internal factors. In the last 5 years, many major organisations (MNC/National) in Oman have incorporated significant changes in their brand identity.

 

You are required to choose one such organisation and research the following and present your findings as a Poster:

• Drivers for the changes in the brand identity.
• The elements that constitute the new brand identity.
• Communication / Implementation of the new brand identity.

 

Note:

• This assignment requires a thorough understanding of the Brand Revitalization process through change in Brand Identity.
• Most of the information that you may require to do this assignment is available as secondary resources, in Public Domain. However, a field visit would be required to produce a work that fetches higher grades. You will benefit from interacting with the Branding / Marketing executives of the chosen organisation as well as the agency that handled the design of the new / enhanced brand identity.
• The Poster would be evaluated on the basis of the research rigour, visual design, presentation and conceptual understanding.

 

INSTRUCTIONS

ª This is an Individual assignment.

ª The Poster should be designed using Photoshop and submitted in the JPEG Format.

ª The Poster should be designed on A0 or A3 size.

ª

 

The Poster must be submitted in a flash / thumb drive to the module lecturer you can also print the same for your presentation.

ª Submission (via MOVE) Deadline: To be announced in class

ª All assignments must be adhered strictly to the deadlines specified by Majan College. Failure to hand in the assignment for any reason and without prior approval and a valid written extension from the module tutor will not be marked and will be awarded a grade G (0) irrespective of the quality of the work. (See student handbook Section 4.4.2.)

ª Unacknowledged use of work of others (plagiarism) is regarded as a dishonest practice and will be will be penalised. (See the penalties in the student handbook Section 5.6)

 

MARKING CRITERIA (Individual Presentation)

ª Visual Design —————————————- 40 %

ª Research Rigour &Conceptual Understanding— 40 %

ª Use of Tech Vocabulary & Presentation skills —-25 %

Mark range	100 Out standing	70 Excellent	60  Very Good	50 Good	40  Satisfactory	20 Poor	0 Substandard
Visual Design (40%)	Exemplary responses to questions, Responses are precise, exhibiting  high level of confidence and reasoning.	Demonstrates an excellent ability to understand the essence of questions, responds with confidence with clear explanation, focus and reasoning.  Excellent responses to Questions	Very good responses to questions Demonstrates ability to understand the essence of questions, responds with confidence with clear explanation, focus and reasoning.	Demonstrates  good ability to understand the questions with   good explanation, focus and reasoning.	Understand the questions  and responds, but lacks clarity and  focus.	Makes  little effort to either understand the question or respond to the question	Makes no effort to either understand the question or respond to the question.
Research Rigour/ Conceptual Understanding (40%)	100 Out standing	80 Excellent	60 Very Good	50 Good	40  Satisfactory	20 Poor	0 Substandard
	Exhibits high level of understanding  with ability to synthesis and summarise information precisely	Demonstrates  excellent understanding of the issues with relevant reference to literature review	Demonstrates understanding of the issues and concepts but with minor deviations/errors.	Demonstrates understanding of issues and concepts but lacks clarity in some areas.	Limited understanding of issues presented.	Very limited understanding of the issues and there is disconnect with the topic to be presented.	Totally lacks understanding of the issues and there is disconnect with the topic to be presented.
Use of Technical Vocabulary and overall presentation Skill (25%)	100 Out standing	80 Excellent	60 Very Good	50 Good	40  Satisfactory	20 Poor	0 Substandard
	Precise usage of vocabulary, with accuracy of expression.     Exemplary confidence and  very high level of command over the subject and exhibits relevant and appropriate gestures.	Excellent and expansive use of technical vocabulary while presenting answers.     Excellent confidence evident from command over subject knowledge, preparation. Confidence demonstrated through language, expression and body language. Maintains continuous eye contact	Has displayed  frequent usage of  technical vocabulary.  However there is scope for improvement.   High level of confidence is evident from good subject knowledge and preparation. Confidence demonstrated through language, expression and body language.	Has displayed adequate usage of technical vocabulary.     Demonstrates good level of confidence evident from adequate level of subject knowledge and preparation. Confidence demonstrated through language, expression and body language.	Occasional  usage of technical vocabulary in the answers.     Demonstrates a minimum (adequate) level of confidence evident from limited  subject knowledge- lacks  preparation.No eye contact Limited usage of technical vocabulary.	Limited evidence of usage of technical vocabulary.     Shows signs of nervousness as both content knowledge and presentation is incorrect.	No evidence of usage of technical vocabulary.       Shows signs of nervousness as both content knowledge and presentation is incorrect.

 

 

 

 

 

 

 

 

 

 

Assessment 1b (10% weighting): Assessment Task:

Samsung Electronics chief executive Kwon Oh-hyun has resigned citing an “unprecedented crisis”.

It is the latest management upheaval at the firm after the heir of the entire Samsung Group was imprisoned for corruption in August.

Mr Kwon is one of three co-chief executives of Samsung Electronics. His resignation comes on the same day the firm forecast record quarterly profits, citing higher memory chip prices.

 

 

Based on the above input and relevant information regarding the crisis Samsung is facing, you are required to research the following and present your findings in the form of a forum post:

• Impact of this Crisis on the “Samsung” brand (image, equity, loyalty etc.)
• Samsung strategy to minimise the negative impact on it’s brand.
• Suggestions for revitalizing the “Samsung” brand.

 

The following criteria will be used to evaluate your Forum Post:

            ª Referencing and use of proper referencing style

ª Research rigour and Quality of resources

ª Structure, Vocabulary and Cohesiveness of the Post

            ª Analysis of issues and use of appropriate examples

ª Understanding of concepts

 

INSTRUCTIONS

ª This is an Individual assignment.

ª The Forum Post should not exceed 600 words, excluding the Bibliography.

ª The Bibliography should contain, at least, 3 internationally credible sources such as Financial Times, The   Economist, Bloomberg Businessweek, Fortune, Harvard Business Review, The Wall Street Journal etc. Citation (i.e. in-text referencing) is not mandatory.

ª Submission (via MOVE) Deadline: To be announced in class

ª All assignments must be adhered strictly to the deadlines specified by Majan College. Failure to hand in the assignment for any reason and without prior approval and a valid written extension from the module tutor will not be marked and will be awarded a grade G (0) irrespective of the quality of the work. (See student handbook Section 4.4.2.)

ª The Forum Post must be presented in your own words. Unacknowledged use of work of others (plagiarism) is regarded as a dishonest practice and will be will be penalised. (See the penalties in the student handbook Section 5.6)

 

 

Additional Guidelines

• The Assignment Submission link on MOVE will be open, a week ahead of the submission date.
• You can submit your assignment multiple times, till the submission deadline. Note that Turnitin could take up to 24 hours to produce similarity reports for submissions.
• The last submission, within the deadline, will be considered as your final submission.
• Assignments should be submitted by 6pm on the day of the deadline. There is a grace period until midnight to allow for any technical difficulties, but any assignments submitted after this will be counted as late. Technical problems will not be accepted as an excuse for submitting after the day of the deadline.
• You are required to tick to confirm the statement: “I confirm that this assignment is my own and all sources have been    acknowledged. I understand that the use of other people’s work or ideas without acknowledgement is plagiarism and could result in failing the assignment”. You will not be able to submit the assignment without ticking this box.
• In a case of group work, it is recommended that the group should identify a leader who can be responsible for uploading the assignment on Turnitin and to share the feedback received from lecturers with the group members.
• The similarity percentage of your final submission will be one of the factors considered, for assessing the originality of your assignment. However, the decision to report an assignment for plagiarism is taken by the Lecturers, who mark your assignment.
• The Lecturers will consider a number of factors such as Assignment type, Part of the assignment where similarity occurs, Nature of similarity ,alongwith the similarity percentage of your assignment, to assess the originality of your assignment. Therefore, similarity percentage would not be accepted as a basis for disputing academic judgments regarding plagiarism.
• Note that the similarity percentage of your submission can change till the submission deadline, if the submissions of other students have similarity to your assignment. Therefore, the similarity percentages are not final, till the assignment submission is closed.

GRADING SYSTEM

Although grades may be awarded on the basis of marks in some assessments, students should note that both marks and grades will be awarded on the basis of the assessment criteria for each grade.

 

Old grading System (Before Feb 2015)

 

GRADE	GRADE POINT	DESCRIPTION	GENERAL Assessment Criteria
A+	16	Excellent	·         An outstanding piece of work. ·         Shows evidence of wider reading and originality ·         Strongly analytical. All important points are covered. ·         Arguments should be supported by examples and evidence, objectively presented and evaluated, ·         Well-structured and well written, without noticeable grammatical or other errors. ·         Correctly referenced
A	15
A-	14
B+	13	Very Good	·         Very good work. ·         All main points will have been covered, though minor issues may have been omitted. ·         The work will be analytical, balanced and soundly based. ·         Examples and supporting evidence should have been included. ·         The writing should be essentially correct, without major grammatical or other errors. ·         Generally referenced correctly.
B	12
B-	11
C+	10	Good	·         Generally good work. ·         Most points will have been covered, but many finer points will generally have been missed. ·         Shows limited reading. ·         Arguments/analysis should be basically well structured and balanced with relevant examples, but with errors and gaps. ·         The writing is clear, but has errors that nevertheless do not obscure the meaning. ·         Referencing will be present but may at times be inaccurate or insufficient.
C	9
C-	8
D+	7	Pass	·         Satisfactory. ·         Shows sufficient grasp of the subject to be acceptable. ·         Tends to be descriptive. ·         Examples and evidence is likely to be weak and limited. ·         Shows limited reading. ·         Referencing is likely to be absent or very poorly carried out.
D	6
D-	5
E	4	Refer	·         Unsatisfactory/ Compensatable fail. ·         Serious errors and omissions. ·         Very little analysis
F	2	Fail	·         Work of a very poor standard with little relevant information and/or serious errors.
F-	1		·         Work containing little of merit
G	0		·         No work submitted

 

New Grading System (Starting Feb. 2015)

Grade Letter	Mark Band %	Grade Descriptor		GENERAL Assessment Criteria
A+	80-100	Outstanding	P  A  S  S	·         An outstanding piece of work. ·         Shows evidence of wider reading and originality ·         Strongly analytical. All important points are covered. ·         Arguments should be supported by examples and evidence, objectively presented and evaluated, ·         Well-structured and well written, without noticeable grammatical or other errors. ·         Correctly referenced
A	75-79	Excellent
A-	70-74
B+	67-69	Commendable		·         Very good work. ·         All main points will have been covered, though minor issues may have been omitted. ·         The work will be analytical, balanced and soundly based. ·         Examples and supporting evidence should have been included. ·         The writing should be essentially correct, without major grammatical or other errors. ·         Generally referenced correctly
B	64-66
B-	60-63
C+	57-59	Good		·         Generally good work. ·         Most points will have been covered, but many finer points will generally have been missed. ·         Shows limited reading. ·         Arguments/analysis should be basically well structured and balanced with relevant examples, but with errors and gaps. ·         The writing is clear, but has errors that nevertheless do not obscure the meaning. ·         Referencing will be present but may at times be inaccurate or insufficient.
C	54-56
C-	50-53
D+	47-49	Satisfactory		·         Satisfactory. ·         Shows sufficient grasp of the subject to be acceptable. ·         Tends to be descriptive. ·         Examples and evidence is likely to be weak and limited. ·         Shows limited reading. ·         Referencing is likely to be absent or very poorly carried out.
D	44-46
D-	40-43
E	35-39	Marginal Fail	F  A  I  L	·         Unsatisfactory/ Compensatable fail. ·         Serious errors and omissions. ·         Very little analysis
F	25-34	Fail		·         Work of a very poor standard with little relevant information and/or serious errors.
F-	01-24	Fail		·         Work containing little of merit
G	0	Non-Submission		·         No work submitted

Answer:

It has been a common occurring that many organizations undergo the process of rebranding in part or whole or over time. This is known as brand revitalization. One such organization in Oman is The Wave Muscat, which is now known as Al Mouj Muscat.

Drivers for the changes in the brand identities:

The major driver of the change had been that the major tourism complex in Oman wanted to reflect its Oman and Arab roots along with the majority of the residents in the region where the business entity operated. This means that the management of the major tourism business entity in Oman wanted to grow more close to its customers thus changed its brand to something that is more relatable and can be interpreted easily by the residents of Oman. moreover, another major reason for the change in the brand had been that Al Mouj Muscat had become one of the favorite places for Omani nationals and other Arabs.

The elements that constitute the new brand identity

The new logo of the business entity has been written in blue and aquamarine that particularly reflects the destination that has been primarily featured with a waterfront thus reflecting the essence of Arab. Moreover, the meaning of the term “Al Mouj “ is “the wave” which further symbolizes Arab and coincides with its major business partners namely the Ministry of Tourism logo and Majid Al Futtaim brand.

Communication/Implementation of the new brand identity

The communication of the new brand identity of the business entity had been carried out without any hindrances as Al Mouj Muscat is a very popular entity in Oman and investors in Oman in the recent times have been interested about investment in property rather than equity which further simplifies the rebranding process.

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