COM2612
ASSIGNMENT 3
SEMESTER 2 2025
(Answer Guide) –
Exam Portfolio
QUESTIONS WITH 100%
VERIFIED AND
CERTIFIED ANSWERS.
,1|Page
COM2612 ASSIGNMENT 3 SEMESTER 2 2025 (Answer Guide) – Exam Portfolio
VERIFIED AND CERTIFIED ANSWERS. WRITTEN IN REQUIRED FORMAT AND WITHIN
GIVEN GUIDELINES. IT IS GOOD TO USE AS A GUIDE AND FOR REFERENCE, NEVER
PLAGARIZE. Thank you and success in your academics.
UNISA, 2025
Contents
Question 1: Brand Evaluation – Woolworths South Africa...................................................3
1. Brand Image ........................................................................................................................3
2. Tagline or Slogan ...............................................................................................................3
3. Brand Contact Points .........................................................................................................3
4. Brand Personality ...............................................................................................................4
5. Brand Purpose ....................................................................................................................4
6. Type of Brand .....................................................................................................................4
7. Integrated Brand Communication (IBC) ..........................................................................5
Conclusion ..............................................................................................................................5
Question 2: Starbucks Case Analysis .....................................................................................6
2.1 Evaluation of Starbucks’ Brand Strategy Using Pathak & Pathak-Shelat (2017)
Criteria .....................................................................................................................................6
2.2 sWOM and Brand Sentiment on Starbucks’ Instagram ...............................................8
Conclusion ..............................................................................................................................9
Question 3: Touchpoints and Brand Experience ...................................................................9
3.1 Why Consistency Across Touchpoints Is Important ...................................................9
3.2 Brakus et al. (2009): Four Dimensions of Brand Experience .................................... 10
Conclusion ............................................................................................................................ 11
Question 4: Content Marketing vs Brand Journalism ......................................................... 11
4.1 Definition of Content Marketing and Its Role in Attracting Visitors ......................... 11
4.2 Why Content Marketing, Not Brand Journalism, Is the Chosen Strategy ............... 12
4.3 Five Types of Blog Content That Showcase Product Benefits................................. 13
Conclusion ............................................................................................................................ 14
Question 5: Cultural Branding and Iconic Brands ............................................................... 14
5.1 Cultural Branding and Its Application ......................................................................... 14
5.2 Definition and Importance of Iconic Brands ............................................................... 15
, 2|Page
Conclusion ............................................................................................................................ 16
References ................................................................................................................................ 16
ASSIGNMENT 3
SEMESTER 2 2025
(Answer Guide) –
Exam Portfolio
QUESTIONS WITH 100%
VERIFIED AND
CERTIFIED ANSWERS.
,1|Page
COM2612 ASSIGNMENT 3 SEMESTER 2 2025 (Answer Guide) – Exam Portfolio
VERIFIED AND CERTIFIED ANSWERS. WRITTEN IN REQUIRED FORMAT AND WITHIN
GIVEN GUIDELINES. IT IS GOOD TO USE AS A GUIDE AND FOR REFERENCE, NEVER
PLAGARIZE. Thank you and success in your academics.
UNISA, 2025
Contents
Question 1: Brand Evaluation – Woolworths South Africa...................................................3
1. Brand Image ........................................................................................................................3
2. Tagline or Slogan ...............................................................................................................3
3. Brand Contact Points .........................................................................................................3
4. Brand Personality ...............................................................................................................4
5. Brand Purpose ....................................................................................................................4
6. Type of Brand .....................................................................................................................4
7. Integrated Brand Communication (IBC) ..........................................................................5
Conclusion ..............................................................................................................................5
Question 2: Starbucks Case Analysis .....................................................................................6
2.1 Evaluation of Starbucks’ Brand Strategy Using Pathak & Pathak-Shelat (2017)
Criteria .....................................................................................................................................6
2.2 sWOM and Brand Sentiment on Starbucks’ Instagram ...............................................8
Conclusion ..............................................................................................................................9
Question 3: Touchpoints and Brand Experience ...................................................................9
3.1 Why Consistency Across Touchpoints Is Important ...................................................9
3.2 Brakus et al. (2009): Four Dimensions of Brand Experience .................................... 10
Conclusion ............................................................................................................................ 11
Question 4: Content Marketing vs Brand Journalism ......................................................... 11
4.1 Definition of Content Marketing and Its Role in Attracting Visitors ......................... 11
4.2 Why Content Marketing, Not Brand Journalism, Is the Chosen Strategy ............... 12
4.3 Five Types of Blog Content That Showcase Product Benefits................................. 13
Conclusion ............................................................................................................................ 14
Question 5: Cultural Branding and Iconic Brands ............................................................... 14
5.1 Cultural Branding and Its Application ......................................................................... 14
5.2 Definition and Importance of Iconic Brands ............................................................... 15
, 2|Page
Conclusion ............................................................................................................................ 16
References ................................................................................................................................ 16
