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Building Brand Architecture Assignment Rubric PDF

The rubric assesses elements of a brand architecture assignment in six areas on a scale of 3 to 5. It evaluates the introduction of brands and goals, description of brand pyramids, comparison of similarities and differences between brands, analysis of brand value and equity, listed sources consulted, and allows for additional feedback.

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Amit Anand Kumar
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239 views2 pages

Building Brand Architecture Assignment Rubric PDF

The rubric assesses elements of a brand architecture assignment in six areas on a scale of 3 to 5. It evaluates the introduction of brands and goals, description of brand pyramids, comparison of similarities and differences between brands, analysis of brand value and equity, listed sources consulted, and allows for additional feedback.

Uploaded by

Amit Anand Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Building Brand Architecture Assignment Rubric

Elements Criteria Score

1. Introduction Describes all three elements (each brand, reason for the choice, and 5
learning goals)

Describes two out of three elements (each brand, reason for the choice, 4
and learning goals)

Describes one or none of the elements (each brand, reason for the choice, 3
and learning goals)

2. Brand Describes (rather than lists) all five aspects of each brand’s architecture 5
pyramid (product attributes, benefits, emotional benefits, personality,
core/essence)

Describes or lists all five aspects of each brand’s architecture (product 4


attributes, benefits, emotional benefits, personality, core/essence)

Lists some aspects of each brand’s architecture (product attributes, 3


benefits, emotional benefits, personality, core/essence) or omits

Feedback Another idea to consider about the brand is… NA

3. Brand Explains in detail three or more similarities and differences between the 5
comparison two brands, analyzes what the comparison reveals about the brands, and
describes how each brand serves the company’s goals

Lists at least three similarities and differences between the two brands, 4
summarizes the comparison, and describes how each brand serves the
company’s goals

Lists one or two similarities and differences, may summarize and describe 3
the comparison and/or how it serves the company’s goals or omits

Feedback Another thing you might consider is… NA

4. Brand Describes learnings about each brand’s value, and the value of each brand 5
value/equity or information needed to determine brand value
Describes learnings about each brand’s value 4

Omits 3

Feedback Another way to determine brand value might be… NA

5. Sources Lists sources (websites, articles, etc.) consulted to create this report 5
consulted
Omits 3

6. Additional When I read this report, it made me think about… NA


feedback

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