Professional Documents
Culture Documents
Tutorial 1
1. Explain the levels of product for a five star hotel service. How can branding
overcome the basic commodity notion using the same example of a hotel
service?
6. What do you think of the new branding challenges and opportunities? Can
you think of any other issues?
8. Based on the case of Apple, explain how Apple brands benefit both the
organization and their product fans.
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Tutorial 2
1. Define the Customer-based Brand Equity.
4. What are the benefits for achieving customer based brand equity?
5. Identify the sources of brand equity for a brand your are familiar with.
Assess its level of brand awareness and the strength, favorability, and
uniqueness of its associations.
8. What are some examples of brand Performance and Imagery? Use the case
of Tiger Balm oil to support your answer.
10. Name one brand you have the most resonance with? Why?
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Tutorial 3
1. Use a product category dominated by two main brands e.g. sportswear
(Addidas and Nike, Coke and Pepsi) and answer the following questions.
a. Compare the positioning of both brands. Who are their target markets?
c. Have they positioned their brand effectively? Why? If not, how would
you suggest that they can be improved?
3. Consider a tourism brand you are familiar with. What competitive frames of
reference does it face? What are the implications of those frames of
reference for its positioning?
6. How can a wrist watch brand reconcile the issue of negatively correlated
attribute or benefit?
Tutorial 4
1. Explain the purposes and importance of a brand mantra.
3. Use the three components of Brand Mantra, assess the branding strategy
of 3 well known brands you are familiar with.
5. Why brand mantra should not follow a strict and rigid structure?
6. Perform a brand value chain analysis of Google (attached case) and a Brand
you are familiar with.
Describe the Four value stages and three multipliers and conclude on the
success of this brand. Draw a well labeled diagram to illustrate your
discussion.
Tutorial 5
1. Using the case of LG (attached), what are the brand elements highlighted in
LGs strategic marketing?
2. Assess whether the brand elements used by LG fulfill the general criterion
of good branding. Be specific for each element.
3. What are your favorite brand characters? Do you think they contribute to
brand equity in any way? How? Can you relate their effects to the
customer-based brand equity model
7. Slogans can make strong contributions to brand equity. Suggest at least two
examples of bad slogans? Give reasons why do you consider them to be
so? lo cold be
Tutorial 6
1. Have you had any experience with a brand that has done a great job with
relationship marketing, permission marketing, experiential marketing, or
one-to-one marketing? What did the company do? Why was it effective?
Could others learn from that?
2. Choose a product category. Profile two the brands in the category in terms
of pricing strategies and perceived value. If possible, review the brands'
pricing histories. Have these brands set and adjusted prices properly?
What would you do differently?
5. Using the case of SingTel, map out how integrated communications build up
their brand equity in Singapore.
6. Do the same for the case of Chivas Regal. This time look at how integrated
marketing contribute to brand equity of Chivas regal.
Tutorial 7
1. The Boeing Company makes a number of different types of aircraft for the
commercial airline industry, e.g., the 727, 747, 757, 767, and 777 jet
models. Is there any way for Boeing to adopt an ingredient branding
strategy with their jets? How? What would be the pros and cons?
2. After winning major championships, star players often complain about their
lack of endorsement offers. Similarly, after every Olympics, a number of
medal-winning athletes lament their lack of commercial recognition. From a
branding perspective, how would you respond to the complaints of these
athletes?
3. Think of the country in which you live. What image might it have with
consumers in other countries? Are there certain brands or products that
are highly effective in leveraging that image in global markets?
4. Using the case of Samsung attached, explain Samsung has the strong image
and equity in your mind? Think about the products they sell. Do they help
to contribute to the brand equity? How does that Samsungs image help the
image of the products they sells?
Tutorial 8
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3.
Critique the Rolex brand audit in Brand Focus 8.0. How do you think it
could be improved?
4.
Using the Philips case attached, assess the value of Philips Brand Equity
Management System to build their brand equity.
5.
6.
7.
8.
What are four reasons why it may be appropriate to pursue multiple brands
in the same product category?
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Tutorial 9
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What are the two basic principles when designing a brand portfolio?
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Tutorial 10
1. Identify the reasons and type of brand extension for the following:
(a) Caterpillar (Case attached)
(b) Proctor and Gamble (Case attached)
3. Pick a brand extension. Use the models to evaluate its ability to achieve its
own equity as well as contribute to the equity of a parent brand. If you
were the manager of that brand, what would you do differently?
4. Do you think Virgins brand (see attached case) is overextended? What are
the arguments for or against?
5. Use the attached case Harley Davidson and BIC, explain the reasons for
brand extension failure. Explain why it failed with the use of a diagram.
6. Explain what is brand dilution? Used attached case Gerber and Heinz to
explain how brand has diluted.
7. How successful do you predict these recently proposed extensions will be?
Why?
a. Mont-Blanc (famous for pens): fragrances and other accessories
(watches, cufflinks, sunglasses and pocket knives)
b. Evian (famous for water): high-end spas
c. Starbucks (famous for coffee): film production and promotion
d. Trump (famous for hotels and casinos): vodka and mortgage services
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5. There are fake brand extensions among the following list; the other six were
marketed at one point. Can you identify the four fakes?
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
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Tutorial 11
1. Using the Unilever case attached, reflect on its performance over the last
decades. Describe some strategies that the company has reinforced its
brand equity. What actions has it taken to be innovative and relevant?
2. Use the example of IKEA as a furniture maker, explain how they have
used innovative design, efficient manufacturing and just-in-time
merchandising that have succeeded in reinforcing their brand equity.
4. Explain how Gatsby as a brand refreshed their old sources of brand equity
after some time?
5. Use the example of Microsoft suite of products, explain how they have
created new sources of brand equity over the years.
6. Use the example of National Geographic brand, explain how they have
improved the strength, uniqueness and favourable association of their
brand over the years.
7. Pick one product category. Examine the histories of two (2) leading brands
over the last decade. How would you characterize the companys efforts to
reinforce or revitalize brand equity?
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