I have attached my question sheet and assingment guide.. please read it below

Module Assessment and Examination Preparation:

Module Assessment
The module is assessed by one 4,000 word essay assignment (90%), plus one 15 min Group Presentation (10%).
Essay: 1 out of 7 questions should be answered.

Choose One Essay from the following list:

1. Below is a list of Global Brands. Choose four of these brands to illustrate the key points of the four major branding strategies: Mindshare Branding, Emotional Branding, Viral Branding and Cultural Branding.
Porsche, Apple, HSBC, Volkswagen, Louis Vuitton, Billabong, MTV, Prada, Tamagotchi, Hello Kitty, George Bush, Manchester United, The DaVinci Code, Al Jazeera.net.

Compulsory Reading:
Doug Holt How Brands Become Icons  Chapters 1 & 2
Suggested Reading  Keller  Chapters 1 & 2

2. Are brands beyond the control of marketing managers alone? If so what role do consumers play in the construction of brands?

Compulsory Reading:
Muniz, A.M., & O Guinn, T.C. (2000)  Brand Community , The Journal of Consumer Research, 27 (March), 412-432.
Doug Holt  How Brands Become Icons, Chapter 6.

Suggested Reading:
Schouten J. & McAlexander J. H. (1995)  Ethnography of the New Bikers Journal of Consumer Research, 22 (June) 43-61.
Doug Holt  How Brands Become Icons, Chapter 7.

3. Discuss the statement  Branding is all about competing for mental real estate .

Compulsory Reading:
Keller Chapter 1
Doug Holt  How Brands Become Icons Chapter 1

Suggested Reading:
Keller Chapter 2.
Doug Holt  How Brands Become Icons Chapter 2

4.  We currently live in a Brand Culture  Explain what is meant by this statement. You may wish to illustrate your answer by examining identity brands, lifestyle brands, luxury brands and family brands.

Compulsory Reading:
Schroeder and Salzer-Morling  Introduction in Schroeder and Salzer-Morling, Chapter 1  Brand Culture  p.1.
Muniz, A.M., & O Guinn, T.C. (2000)  Brand Community , The Journal of Consumer Research, 27 (March), 412-432.

Suggested Reading:
Richard Elliott & Andrea Davies,  Symbolic brands and authenticity of identity performance Chapter 11 in Schroeder and Salzer-Morling  Brand Culture p.155

5. How would you build a strong brand? Choose examples from the real world to illustrate your strategy.

Compulsory Reading:
Keller Chapter 1
Doug Holt  How Brands Become Iconic Chapter 1

Suggested Reading:
Keller Chapter 2.
Doug Holt  How Brands Become Iconic Chapter 2

6. Some brands do not conform to normal branding theory. What is it about these brands that makes them successful? What does this say about branding theory?

Compulsory Reading:
Doug Holt How Brands Become Iconic Chapters 1 & 2.
Suggested Reading:
Stephen Brown,  Ambi-brand culture: on a wing and a swear with Ryanair , Chapter 4 in Schroeder and Salzer-Morling  Brand Culture p.50.

7. What is the state of the art in branding? Choose three brands that you feel are at the cutting edge of marketing and explain what it is that makes them so outstanding.

Compulsory Reading:
Doug Holt How Brands Become Iconic Chapters 1 & 2.
Suggested Reading:
Keller  Chapters 1 & 2

MY essay will be assessed according to the following criteria:
” Argument  does it answer the question?
” Content  is the right information here?
” Structure (introduction, main body, conclusion) is it logical and easy to follow?
” Presentation  is your spelling and grammar correct?
” Originality  Don t just reproduce what you read or hear in the lectures, come up with your own examples and arguments.
” Creativity  Have you presented your argument with engaging media?
” Relevance to research, relevance to practitioners.  Have you included important arguments from other people s research?

Answering the Question:

There are many ways to approach these essays, so you should decide how you will answer the question, and stick to it carefully. The content of your essay must answer the question you have chosen by using theory from the lectures and from your own reading alongside real-world examples. You need to write concisely, and to focus your attention on the specific elements that you have chosen to address the subjects you have chosen.

Just like any other piece of work you might submit as part of your M.Sc., your essay must be well argued and logical. However, this assessment provides more freedom than usual in terms of how you present your work. One of the key aspects of brand communication is packaging. Whatever you are selling, the manner in which it is presented affects the associations you will construct in the consumer. For this reason, marks will be awarded for presentation and impact.

So get creative: 4,000 words isn t much, but you can include your own photographs, drawings, pictures from magazines, advertisements in magazines, even movie clips as examples of the brands and theories that you examine. It s up to you whether you submit your essay as an electronic document on disk, or as a hard copy on paper. Whatever you decide, don t be afraid to produce something interesting, well argued and eye-catching. But remember, if the quality of the argument isn t good, your creative work will be wasted.

Hint A good quality argument sticks to the question and proceeds in a logical step-by-step fashion. If you deviate from the question you will waste your time and lose marks. The best marks will be awarded to students who answer their chosen question using theory from the course and from their own reading, alongside original examples from the real world. Credit will be given to students who criticise theories and suggest alternatives.


The only way to write a good essay is to read in preparation for the essay. You are advised to read widely. Your choice of reading will depend on the way in which you choose to approach the topic. Unless you can show that you have consulted and referred to at least 10 good references, it is unlikely that you will have done sufficient reading. Beware of sources of reference from the internet (Wikipedia is not an academic resource): apart from reputable and academic internet references (such as The Economist, etc), internet references may comprise no more than half of your references. You are provided with some compulsory and suggested references to start you off, but these alone will be insufficient to achieve good grades. Go to the library and do some real research!


Please use the Harvard referencing system for your essay. References in the text of your essay are made as follows:
Reference to an author:
& The resource-based view (Helfat, 1997) suggests that capabilities &
Quoting from an author:
& Mons (1995: 162) believes that  the nature of co-ordination depends on & 


List authors in alphabetical order in a bibliography at the end of your essay. For a book, you should provide the surname and initials of the author(s), and the date of publication, the book title, the place of publication and the publisher. For a journal, you give the name(s) of the author(s), date of publication, title of the article, followed by the name of the journal, the volume and number, and the page numbers. For example:

Journal: Blumentritt R and Johnston R (1999) Towards a strategy for knowledge management, Technology Management: Strategies & Applications, 3(1), 287-300

Book: Prusak L (1997) Knowledge in organizations, Boston: Butterworth-Heinemann

For more referencing guidance, check your programme handbook, Appendix F.

Please note: you must refer to your readings from the literature. It is no good writing an essay where you merely list a selection of readings in the bibliography. A list of  readings that you have consulted as background reading may be given, if you wish. However, this counts for little, and it is essential that you provide a detailed list of works to which you have referred, and speci