Important information

A penalty of five marks will be deducted for late submissions that are made within the first hour after the deadline. Submissions that are more than one hour late but within the first 24 hours of the deadline will incur a penalty of ten marks. After the first 24 hours have passed, ten marks will be deducted for every 24 hours (or part thereof) that the submission is late for a total of 5 days. After 5 days it is treated as a non-submission and given a mark of zero. The consequences of non-submission are serious and can include de-registration from the University.

If you are unable to complete your open assessment by the submission dateindicated above because of Exceptional Circumstances you can apply for an extension. If unforeseeable and exceptional circumstances do occur, you must seek support and provide evidence as soon as possible at the time of the occurrence. Applications must be made before the deadline to be considered.

Full details of the Exceptional Circumstances Policy and claim form can be found here: https://www.york.ac.uk/students/studying/progress/exceptional-circumstances

If you submit your open assessment on time but feel that your performance has been affected by Exceptional Circumstances you may submit an Exceptional Circumstances Affecting Assessment claim form by 7 days from the published assessment submission deadline. If you do not submit by the deadline indicated without good reason your claim will not be considered.

Please take proper precautions to safeguard your work and remember to make backup copies of your data. The University provides all its students with storage space on the University server and you should save and back up anywork in progress on this server on a regular basis. Computer failure and theftof your equipment or storage media are not considered exceptional circumstances and extensions cannot be granted for work lost for these reasons.

Word count requirements

The word count for this assignment is 2,000 words.

You must state on the front of your assignment the number of words used and this will be checked.

The main text for this assignment must be word-processed in Arial, font 12, double spacing, minimum 2cm margins all around.

You must observe the word count specified in this assignment brief. The School has a policy of accepting variations to the recommended word count of plus or minus 5%.

What does this mean for you?

Markers will mark your work up to the word count maximum plus 5% and then will stop marking; therefore all words which are in excess of the word count plus 5% will not be marked.

Where your word count is more than 5% below that specified, it is likely that this willresult in a lack of analytical depth or relevant content, which will be reflected in the mark assigned.

What is in the word count?

The word count includes:

- the main text, including in-text reference citations and quotations.

The word count does not include:

- Appendices. These may be used to include supporting data, which may be too detailed or complex to include as a Table. They are not a device to incorporate material, which would otherwise cause you to exceed the word limit.

- Title page

- Contents page

- Abstract/executive summary

- Tables, figures, legends

- Reference lists

- Acknowledgements

Assignment:

Question

Apply Keller et al’s (2012) Consumer-Based Brand Equity Model (CBBE) to the brand BROMPTON BIKE. Specifically:

Back up your claims in relation to each block through appropriate, good quality references (in addition to the Keller et al. (2012) source).

You need to focus on the brand as perceived by UK consumers.

Referencing, Sources of Information and Reputable Sources

You should reference your answers to reputable sources of information. “Reputable sources” are any sources of information which you would be happy to present to afuture line manager of yours wishing to make a financial investment on the basis ofyour analysis. Thus, sources like the module core textbook, journal article, an articlein major newspapers or magazines such as The Economist or Marketing Week, aswell as any major supermarket website if you are discussing prices, would be appropriate while sources such as www.slideshare.net or Wikipedia would not.

Structure and Presentation

The structure should follow a report-format. Therefore, the question can beaddressed in a straightforward manner. The focus of your answer should be on

Working in Groups to Prepare this Assessment