Introduction to the chosen brand Ability to critically understand and apply theories, principles and concepts of brand management to analyse the brand development strategy Ability to gather, evaluate and analyse current market research, data and professional materials Ability to accurately and reliably communicate the results of the analysis and formulate evidence-based arguments using the key concepts, constructs and techniques of the subjectThe second criterion is the ability to critically understand and apply theories, principles and concepts of brand management to analyse the brand development strategy. Application of brand management theories and concepts is very crucial in this assessment. As discussed earlier, please adopt brand management theories in your report. To achieve a very good mark, we recommend that you look beyond the brand management theories and concepts discussed in the lectures. The third criterion is the Ability to gather, evaluate and analyse current market research, data and professional materials. This is worth 30% of the overall assessment mark which indicates the importance of this criterion in the assessment. You must ensure that your critical evaluation is supported by relevant evidence in form of secondary market research, data and professional materials. Please avoid using an existing case study as evidence in your assessment. Your evaluation must be based on your own research and critical thinking. Furthermore, do not reference online study resources such as Wikpedia, SlideShare MBASkool, Marketing91, Marketing Tools and others. The fourth criterion is the Ability to accurately and reliably communicate the results of the analysis and formulate evidence-based arguments using the key concepts, constructs and techniques of brand management. Your critical analysis and arguments must be coherent and well developed. A good critical analysis will combine theories, evidence and arguments very well. Your written communication skills are very crucial in this report