1. Analyse brand architecture and positioning strategies within entrepreneurial contexts.

Knowledge & Understanding, Personal Development & Entrepreneurship

2. Evaluate how brand identity influences competitive advantage and enterprise performance, reflecting on the effectiveness of different approaches within entrepreneurial contexts.

Critical Reasoning and Collaboration

Reflection

3. Justify entrepreneurial positioning strategies using appropriate theoretical and market evidence.

Research Skills, Communication

Assessment 1: Brand Architecture and Product Extension Design

Format: Brand Architecture Concept Document

Assessment Overview

You will design an entrepreneurially driven product extension within an existing organisation.

You will act as an Enterprise Development Advisor responsible for identifying a growth opportunity and ensuring the proposed extension strengthens brand equity while aligning with the organisation’s brand architecture and enterprise positioning.

Your Task

You must produce a structured brand concept document addressing:

Entrepreneurial Opportunity Identification

Define the proposed product extension as a growth opportunity.

Identify the target market and unmet need.

Develop a clear positioning statement.

Outline the value proposition of the extension.

Brand Architecture Alignment

Select an appropriate brand architecture model (e.g., branded house, house of brands, endorsed brand).

Explain how the extension fits within the existing brand structure.

Present a visual hierarchy diagram showing the relationship between the parent brand and the extension.

Formative assessment opportunities:

Students will participate in a guided brand extension workshop in which they identify a potential product extension opportunity and map its alignment to an existing brand architecture model.

Assessment 2 :Crisis Management Simulation Report

Format: Report

Assessment Overview

You will be given a detailed brand crisis scenario.

Examples:

• Ethical scandal impacting brand credibility and enterprise performance
• Failed brand extension damaging parent brand value
• Social media backlash affecting market position and stakeholder trust
• Stakeholder conflict impacting enterprise reputation
• Brand repositioning misfire weakening competitive advantage
• Sustainability claim exposed as greenwashing affecting enterprise legitimacy

You will act as a Brand Response Advisor to senior leadership by reflecting on the lessons learned from the crisis scenario, including how insights gained may inform future brand decision-making, organisational resilience and your own approach to strategic judgement, drawing on appropriate reflective approaches where relevant.

Your Task

You must produce a structured crisis response report addressing:

Impact Assessment

Assess the impact of the crisis on brand equity, enterprise value creation and organisational performance.

Identify which stakeholder groups are most affected and consider implications for enterprise sustainability.

Analyse the risk to brand positioning, competitive advantage and long-term enterprise growth.

Strategic Response Evaluation

Evaluate alternative response strategies (e.g., apology, repositioning, portfolio separation, rebranding, silence strategy, corrective innovation).

Consider implications for enterprise resilience, portfolio management and brand architecture.

Assess reputational recovery pathways in relation to future enterprise positioning.

Justified Recovery Strategy

Select one recovery strategy.

Justify your decision using brand theory (brand equity, stakeholder theory, positioning theory).

Explain how your strategy protects or rebuilds brand value.

Formative assessment opportunities:

Students will complete a short in-class crisis response exercise using a sample scenario, identifying key stakeholder impacts and outlining possible recovery approaches. A follow-up evaluation activity will focus on comparing alternative response strategies, helping students practise structured judgement and application of brand theory prior to the final assessment.

• Brand as strategic resource

• Brand equity and intangible assets

• Brand architecture models (branded house, house of brands)

• Strategic positioning theory

• Value proposition design

• Brand portfolio management

• Brand meaning and identity systems

• Enterprise positioning in competitive markets

• Brand-led differentiation strategy

• Managing brand evolution and repositioning

• Measuring brand performance

This module examines how brands are structured and positioned to drive enterprise growth and competitive advantage. You will analyse brand architecture models, develop an entrepreneurial product extension, and evaluate how brand identity influences organisational performance.

Designed for students interested in innovation and enterprise, the module builds your ability to manage brands as strategic business assets.

Learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 72 hours of direct contact with a tutor and 228 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.

Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.

Keller, K.L. (2020) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 5th edn. Pearson

Smith, T. and Williams, T. (2022) Brand Fusion: Purpose-Driven Brand Strategy. Berlin: De Gruyter.

Tidd, J. and Bessant, J. (2021) Managing Innovation: Integrating Technological, Market and Organisational Change. 7th edn. Wiley.