: Corporate Branding Theory and IssuesThis document provides brief for the individual report.

Individual report
You are required to develop corporate branding strategies of a large multinational company which called BRITISH AMERICAN
TOBACCOwith detail analyses on its corporate brand equity, corporate brand architecture and challenges in corporate branding.

. Individual report should:
1. Individual report should have following sections
a. Executive summary
b. Introduction
c. Industry Analysis and competencies and capabilities of your chosen company(BRITISH AMERICAN TOBACCO)
d. Literature review (academic journal articles)
e. Strategic Options available
f. Analysis of your chosen organization’s(BRITISH AMERICAN TOBACCO) corporate branding strategies (with the help of
market information and relevant academic theories/research findings)
g. Conclusion and Recommendation

This assignment should be presented with 12 pt. Times New Roman Text with line spacing of 1.5. The word limit is 2500 words
(excluding references). Proper referencing of all ideas, concepts, theories and quotes used in your work is essential.
Normally you are required to present no less than 15 academic journal article references. The Harvard referencing system must
be used, details of which are contained on your handbook. Failure to employ a clear and appropriate system of referencing
will be penalised.

5 equally weighted marking criteria for both the assignment are as follows:

PG grades and grade point bands [Senate Regulation 3 (2013 starters onwards)] are: A++ (17), A+ (16), A (15), A- (14), B+
(13), B (12), B- (11), C+ (10), C (9), C- (8), D+ (7), D (6), D- (5), E+ (4), E (3), E- (2), F (1)

If you wish students to pay attention to length, structure, grammar and referencing of the coursework make sure to include
these elements in the marking scheme.