3-1 Miletone One Presentation on Brand equity and its importance to the company

• Explain briefly about the Brand’s USP, Brand Equity & Customer Based Brand Equity.

Briefly enumerate, What is the role of a brand manager in building and maintaining a strong brand identity for a company's products or services?

Create relevant questions for each stage of the brand purchase funnel. Based on Nandos South Africa as a fast food brand. Stages are as follows: 1. Awareness 2. Interest 3. Consideration 4. Preference 5.  Purchase

List 01: Factors that may contribute to the building of strong brand equity:   Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior       List 02: Potential benefits that may be gained from strong brand equity:   Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and…

List 01: Factors that may contribute to the building of strong brand equity:  Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior List 02: Potential benefits that may be gained from strong brand equity:  Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention…

List 01: Factors that may contribute to the building of strong brand equity: Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior List 02: Potential benefits that may be gained from strong brand equity: Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention…

Repositioning needs a continuous monitoring of the brand's performance in the market . Explain .

What are methods to manage brands over time. 4. What are leverage points in building brand equity.

Brand - Lipton Provide your set of recommendations as to how to improve brand management programs of the given brand. Explain Briefly

In what ways can service branding contribute to differentiation in a crowded market?

1.What made the Body Shop a strong brand in the market 2.Why did the Body Shop brand fail in the market? 3.Suggest possible ways of restoring the brand to its original position.

Choose the letter of the correct answer This type of brand that may be a business that provides good and services. It may also be closely related to an indicvidual's brand a. Individual Brand b. Organizational Brand c. Service Brand d. Personal Brand

Brand acts as an umbrella for * new products is known as: Combination branding Tiered branding Co-branding Brand extension Red Bull's global messaging strategy revolves around their tagline, "Red Bull gives you wings." It focuses on the idea that their product gives people the "wings" or energy they need to do whatever they want when they want. The of Red Bull is based on Positioning, use Segmentation, behavior Positioning, benefit Segmentation, competition

your opinion, what makes for a successful brand? What are some examples of successful brands? In

Critical Thinking Brand equity means that a brand enjoys customer loyalty, perceived quality, and brandname awareness. To what brands are you personally loyal? What is it about the product that creates brandloyalty and, thus, brand equity?

QUESTION TWO  (a) Define the following terms, Brand identity, Brand equity, and Brand management (b) What are the main Brand management objectives.  (c) Discuss the Brand management process  (d) What are some of the Factors which influence brand management

Identify two examples of branding in financial services. (e.g. specific type of retail bank accounts or insurance policies) and design their characteristics. How meaningful are these brands likely to be to customers.

Conduct research and source a brand promise of a locally available brand (notNetflix). Use the framework provided by Unilever’s Brand Key to criticallyevaluate their brand promise.  HINT: Choose a brand that you are familiar with that has a clear promise andpoint of difference.

Do you still believe that a brand can be revived? Interpret by providing a solution.