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Brand Management Questions and Answers Exam cases
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Two comprehensive exam cases. Both questions and answers. Ideal to practice and to keep the exam.
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Exam training [CASE 1 – COCA COLA]Advies:
Ga eerst heel snel door de case heen (10 minuten: over wie gaat het, waar wordt over
gevraagd, maak een tijdlijn voor jezelf). Ga er heel snel doorheen.
Met betrekking tot vandaag: antwoorden bespreken op de vragen.
Antwoorden op de vragen:
Case related questions
Question 1:
1a. Brand personality is most appropriate here; i.c. excitement (to a lesser extent perhaps
sincerity). In addition it cherishes: fun, togetherness and wants to become the social
connection between people.
b. CED is important here (Central, Enduring, Distinctive).
(central =) the systematic and constant use (= enduring) of its red color, the whoosh letter
type, but most important is the excitement between people sharing stuff and begin attentive
(sharing a coke with your name on it = distinctive). With these elements, still intact, it will not
be confused with competing brands, but will strengthen its current identity. Coca Cola places
itself in the center of social activity among target customer groups, being part of their
everyday life and becoming a friend (user imagery). Of course, all physical, psychological
and social components used in the campaign (see above) seem to match.
Question 2:
2a. Experiental marketing is one of the forms of personalized marketing. It employs multiple
touch points, refers to multiple senses, and includes elements of education and entertainment
(slides lecture 3). It often involves special events or promotions. The ‘share-a-coke’-
campaign is a very good example of experiental marketing. It refers to multiple senses
(feeling, seeing, tasting) and the prospective consumer is exposed tot the campaign in many
ways (on social media, in-store displays, electronic billboards, tv ads, offline WOM).
, Eigen toevoeging: ‘senses’, bekijk dit vanuit de consument. Bij een prijspromotie is dit dus
bijvoorbeeld niet van toepassing. In het voorbeeld van deze promotie (met de mok) wel, want
het appelleert aan deze zintuigen: ze kunnen het zien, ze pakken het op.
b. Benefits: unique campaign / difficult to imitate, international roll out possible (global
concept).
Risks: limited running time of the promotion, limited numbers of names, cost of the promotion
(exceeding forecast), term of abuse and mistakes / misspelling names, long waiting lines. All-
in all a very valuable concept.
Question 3:
1. Represents a change in the culture or society: consumption of soft drinks in the US,
introduction of the American Culture in Europe ! gericht op merk, NIET op commercial;
2. Share ritual actions: we-feeling, drinking together (“I did like to buy the world a Coke’),
new generation;
3. Halo effect: different answers are possible like the unique shape of the bottle, the brown
color, the typical taste ! = waar herken je Coca Cola aan? = wat is het belangrijkste wat
mensen van Coca Cola onthouden?
4. Myth: see the different examples in the case like: the secret formulae, the reason for the
introduction of the “new coke”, the rumors.
! je hoeft geen definitie van deze termen te geven
Paper related questions
Question 4:
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