Brand Management

 

What is its purpose?

• An authentic way for you to demonstrate what you have learned during this course.
• By authentic, I mean insightful application of branding principles to real world examples.
• I do not mean memorization of the textbook theories, but rather the interpretation and application of those theories.
• I’m looking for insight, original thinking, creativity.
• For some questions, while there could be a wrong answer, there may be many “right” answers depending on your personal interpretation.  Don’t be anxious trying the “second guess” what the right answer might be.

Exam protocol:

• Your honesty and integrity—and courtesy—are paramount to you as a leader and to your career, and during this exam.
• Don’t plagiarize, copy other student’s work or ideas, or cut-and-paste from published documents.  This will earn you an automatic “F” on this exam.
• Don’t share your ideas, or compare notes, with another student.
• This will be an open textbook/ open notes exam.   To reiterate, simply repeating content from the textbook or lectures will not represent an adequate answer to any question. 
• Be as concise and direct as the question requires. Quantity of writing does not equal quality of answer.
• Have a good time answering the questions!

Best wishes for a successful outcome for all,

1.Watch the attached video from French fashion house Dior.  From this single video, 1.) describe the brand positioning of the product being promoted 2.) what intangible, emotional brand values is Dior Homme communicating? 3.) what personality traits would you ascribe to this brand? 4.) who would be the intended target customer for this product? 5.) what do you think this fragrance would smell like–from watching this video?

2.A brand exists in the minds of consumers. A brand is a name with the power to influence. Brand names, over time, convey significant impressions about the brand. 1.) Choose a brand name with which you’re familiar, and describe the meaning it conveys to its various audiences. 2.)cHow has the meaning become a key element of this brand’s DNA? 3.) Is the name strong in its category? Why?

3.

Brands often use personalities and imagery to communicate important but intangible information about the brand. How is this branding approach used in the below print advertisement for Louis Vuitton? What intangible values are being communicated by the three American astronauts? Why would these be important to the LV brand?

4.Describe three (3) ways a brand can sustain itself and grow over time, remaining powerful in the minds of consumers and profitable for the business. Provide a real-life brand example of each.

5.Where brands originate influence how they are perceived by consumers. Consider the car brands Volvo from Sweden and Honda from Japan. Describe how each of these brands would be perceived by:

1. a typical Swedish target customer

2. a typical Japanese target customer

3. a typical American target customer

4. a typical customer from your country of origin

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6.

1.) Distinguish between a House of Brands and a Branded House. 2.) Identify a brand that represents a House of Brands strategy. 3.) Identify a brand that represents a Branded House strategy. 4) What advantages does a House of Brands strategy provide to the enterprise that a Branded House does not.

7.Major national brands often must compete with retailer’s own store brands.

1.) Why do retailers create their own brands?

2.) What is an example of a retailer brand, and what brands are its competition?

3.) Why might a customer prefer the retailer brand to the national brand?

4. Why might a customer prefer the national brand to the retailer brand?

8.

1.) Describe the brand DNA of either Chanel or BMW. (Describe only one.)

2.) What is the ONE “kernel”–core–characteristic of this brand–the one thing that most closely communicates the values of the brand.

9.Iconic brands take a stand in the world. They have purpose beyond the product. 1.) What is the alignment between the purpose identified in this ad and Nike’s brand positioning? 2.) What intangible brand values are being communicated? 3) Why would Nike create and air this ad?

https://www.youtube.com/watch?v=lqQdXlHWiL8