Exam (elaborations)
MNM3710 - Brand Portfolio with DripFootwear Case study 2021 - 95%
- Course
- Institution
MNM3710 - Brand Portfolio for Coca-Cola and Drip Footwear case study 2021. 95% final mark. Great guideline on analyzing a Brand.
[Show more]
Seller
Follow
MarketingSolutions
Reviews received
Content preview
- MNM3710 -BRAND MANAGEMENT
2021
PORTFOLIO EXAMINATION
coca-cola &
drip SA footwear
by
Name Student Number Identity Number
Date submitted
Page 1
,Declaration
PLAGIARISM DECLARATION FORM
Name :
Student No. :
Module code : MNM3710
I, , with student number, understand the consequences of plagiarism and collusion
and I hereby declare that the work submitted in this portfolio for MNM3710 (Brand
Management) is my own.
Signature :
Date :
Page 2
,Table of Contents
Declaration................................................................................................................ 2
Executive Summary ................................................................................................. 5
1. Seven Reasons to Change Brand Name .......................................................... 6
1.1. Brand Name Associations Damage the Value of the Brand .................... 6
1.2. Brand has a Weak Image / damaged by Negative Publicity .................... 6
1.3. Current Brand Name Has Limited Possibilities for Use in Brand
Extensions ............................................................................................................. 6
1.4. Added-Value Differences between Brands of the Same Company ......... 7
1.5. Use of Brand Name in Several Languages/ Different Geographical
Markets .................................................................................................................. 7
1.6. Mergers, Acquisitions and Partnerships................................................... 7
1.7. Brand Name may be Legally Problematic ................................................. 8
2. Six Brand Orientation Elements ....................................................................... 8
2.1. Shared Brand Vision ................................................................................... 8
2.2. Shared Brand Functionality ....................................................................... 9
2.3. Shared Brand Positioning .......................................................................... 9
2.4. Brand ROI and Financial performance ...................................................... 9
2.5. Brand Symbolism ...................................................................................... 10
2.6. Brand Value Adding Capability ................................................................ 10
3. Five Strategies of Rationalising Brand Portfolios ........................................ 11
3.1. Withdraw the Brand on Short Notice ....................................................... 11
3.2. Let the Brand Bleed to Death ................................................................... 11
3.3. Sell the Brand ............................................................................................ 11
3.4. Merge With Other Brands ......................................................................... 12
3.5. Change the Brand Status ......................................................................... 12
4. Properties of the Brand Identity System ....................................................... 12
Page 3
, 4.1. Brand Vision .............................................................................................. 13
4.2. Brand Purpose and Positioning Statement ............................................ 13
4.3. Brand Personality ..................................................................................... 14
4.4. Brand Values ............................................................................................. 14
4.5. Brand Mantra and Tagline ........................................................................ 15
4.6. Brand’s Visual and Verbal Language ...................................................... 15
5. Seven Positioning strategies .......................................................................... 17
5.1. Positioning by Corporate Identity............................................................ 17
5.2. Aspiration positioning Strategy ............................................................... 17
5.3. Emotion Positioning Strategy .................................................................. 18
5.4. Price/ Quality Positioning ......................................................................... 18
5.5. Positioning by Brand Endorsement ........................................................ 19
5.6. Positioning by Competitor ....................................................................... 19
5.7. Benefit Related Positioning...................................................................... 20
6. Conclusion ....................................................................................................... 21
7. References ....................................................................................................... 22
Page 4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller MarketingSolutions. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.28. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
52355 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now