MNM3710 BRAND MANAGEMENT
PORTFOLIO
by
Hendrik Marais 60622482
Date of submission:
2020-06-15
,DECLARATION BY STATEMENT
I Hendrik Frederick Marais, 60622482 understand the consequences of plagiarism &
collusion and hereby declare that the work submitted for this report for MNM3710 is my own
work.
, Table of Contents
INTRODUCTION ................................................................................................................. 4
QUESTION 1: DISCUSS ANY 5 OF THE 11 POSITIONING STRATEGIES THAT
YOUR CHOSEN BRAND MIGHT CONSIDER MAKING USE OF, PROVIDING
APPLICATION IN TERMS OF HOW THE BRAND IMPLEMENTS OR COULD
IMPLEMENT EACH OF THE FIVE STRATEGIES. ..................................................... 4
QUESTION 2: EXPLAIN THE PROCESS OF POSITIONING WITH THE AID OF
PRACTICAL APPLICATION. THEN IDENTIFY THE STRATEGY BEST SUITED
FOR THE BRAND AND COMPANY AND PROVIDE A MOTIVATION FOR THE
STRATEGY. ................................................................................................................ 6
QUESTION 3: AS A BRAND MANAGEMENT CONSULTANT, CRITICALLY DISCUSS
THE FOUR BRAND EXTENSION STRATEGIES THAT YOUR CHOSEN BRAND
CAN CONSIDER FOR ITS PRODUCTS, AND PRACTICALLY APPLY THE
STRATEGIES. ............................................................................................................. 8
QUESTION 4: WHEN LOOKING AT THE BRAND NAME, WHICH FIVE ELEMENTS
OF CHOOSING A BRAND NAME THE COMPANY USED, CONTRAST THE
BRAND WITH THAT OF ITS COMPETITOR. ........................................................... 11
QUESTION 5: THE CURRENT MARKET IS CHARACTERISED BY MANY BRANDS,
BOTH LOCAL AND INTERNATIONAL BRANDS, MAKING THE MARKETS
COMPETITIVE; SOME SUCCESSFUL BRANDS FACE SEVERE
COMPETITION AND THEREFORE HAVE TO MANAGE THE BRANDS IN THE
MATURITY STAGE, USING A NUMBER OF STRATEGIC TOOLS.
THEREFORE, DISCUSS FIVE OF THE EIGHT STRATEGIC TOOLS THAT ARE
USED TO STRENGTHEN BRANDS IN THE MATURITY STAGE; THEN
PROVIDE APPLICATION IN RELATION TO YOUR CHOSEN BRAND BY
RECOMMENDING HOW THE COMPANY CAN IMPLEMENT THE STRATEGIC
TOOLS. ..................................................................................................................... 13
BIBLIOGRAPHY ................................................................................................................ 16
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PORTFOLIO
by
Hendrik Marais 60622482
Date of submission:
2020-06-15
,DECLARATION BY STATEMENT
I Hendrik Frederick Marais, 60622482 understand the consequences of plagiarism &
collusion and hereby declare that the work submitted for this report for MNM3710 is my own
work.
, Table of Contents
INTRODUCTION ................................................................................................................. 4
QUESTION 1: DISCUSS ANY 5 OF THE 11 POSITIONING STRATEGIES THAT
YOUR CHOSEN BRAND MIGHT CONSIDER MAKING USE OF, PROVIDING
APPLICATION IN TERMS OF HOW THE BRAND IMPLEMENTS OR COULD
IMPLEMENT EACH OF THE FIVE STRATEGIES. ..................................................... 4
QUESTION 2: EXPLAIN THE PROCESS OF POSITIONING WITH THE AID OF
PRACTICAL APPLICATION. THEN IDENTIFY THE STRATEGY BEST SUITED
FOR THE BRAND AND COMPANY AND PROVIDE A MOTIVATION FOR THE
STRATEGY. ................................................................................................................ 6
QUESTION 3: AS A BRAND MANAGEMENT CONSULTANT, CRITICALLY DISCUSS
THE FOUR BRAND EXTENSION STRATEGIES THAT YOUR CHOSEN BRAND
CAN CONSIDER FOR ITS PRODUCTS, AND PRACTICALLY APPLY THE
STRATEGIES. ............................................................................................................. 8
QUESTION 4: WHEN LOOKING AT THE BRAND NAME, WHICH FIVE ELEMENTS
OF CHOOSING A BRAND NAME THE COMPANY USED, CONTRAST THE
BRAND WITH THAT OF ITS COMPETITOR. ........................................................... 11
QUESTION 5: THE CURRENT MARKET IS CHARACTERISED BY MANY BRANDS,
BOTH LOCAL AND INTERNATIONAL BRANDS, MAKING THE MARKETS
COMPETITIVE; SOME SUCCESSFUL BRANDS FACE SEVERE
COMPETITION AND THEREFORE HAVE TO MANAGE THE BRANDS IN THE
MATURITY STAGE, USING A NUMBER OF STRATEGIC TOOLS.
THEREFORE, DISCUSS FIVE OF THE EIGHT STRATEGIC TOOLS THAT ARE
USED TO STRENGTHEN BRANDS IN THE MATURITY STAGE; THEN
PROVIDE APPLICATION IN RELATION TO YOUR CHOSEN BRAND BY
RECOMMENDING HOW THE COMPANY CAN IMPLEMENT THE STRATEGIC
TOOLS. ..................................................................................................................... 13
BIBLIOGRAPHY ................................................................................................................ 16
-3-
