MNM3710
BRAND MANAGEMENT
NON-VENUE-BASED EXAMINATION
May/June 2020
QUESTIONS
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. (Theory counts 5 marks
and application counts 10 marks)
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. (Theory counts 6 marks and application counts 12 marks, and 7 marks for
the identified strategy and motivation thereof)
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. (Theory counts 4 marks and application counts 16
marks)
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.
(Application counts 15 marks, 5 marks will be allocated for the five elements and 10
marks will be allocated for contrasting with those of two competitors).
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, this applies to the brand that is in a maturity stage, if not
yet in that stage you are to assume the position of when it reaches the stage. (Theory
counts 5 marks and application counts 15 marks)
Table of Contents
Executive Summary ............................................................................................................................. 4
Positioning Strategies .......................................................................................................................... 5
Positioning by corporate identity .................................................................................................... 5
Positioning by brand endorsement ................................................................................................ 5
Features and attribute positioning ................................................................................................. 6
Price quality positioning................................................................................................................... 6
Target user positioning .................................................................................................................... 7
Process of Positioning ......................................................................................................................... 7
Identification and analysis of competitive brands ........................................................................ 7
Identification and measurement of significant determinant attributes ...................................... 8
Identification of the brands current position ................................................................................. 8
Creation of a perceptual/positioning map ..................................................................................... 9
Determination of the desired position of the brand ..................................................................... 9
Selection of the position/repositioning strategy ......................................................................... 10
Strategy that is best suited for Samsung: Target user positioning strategy .......................... 10
Brand Extension Strategies .............................................................................................................. 10
Line Extensions .............................................................................................................................. 10
Brand Extensions ........................................................................................................................... 11
Concept Extensions ....................................................................................................................... 13
Co-branding..................................................................................................................................... 13
Elements of Choosing a Brand Name ............................................................................................. 14
The size of the marketing communication budget .................................................................... 14
The relationship between the brand and the product ............................................................... 15
The competitive position of the brand ......................................................................................... 15
Simplicity and ease of pronunciation and spelling .................................................................... 15
Familiarity and meaningfulness.................................................................................................... 15
Strategic Tools Used to Strengthen Brands in The Maturity Stage ............................................ 16
Strengthening by adding further differentiation.......................................................................... 16
Strengthening by using brand icons ............................................................................................ 16
, Strengthening by using brand character ..................................................................................... 16
Strengthening by using brand hijacking ...................................................................................... 16
Strengthening by adding value..................................................................................................... 17
Conclusion ........................................................................................................................................... 17
References .......................................................................................................................................... 18
BRAND MANAGEMENT
NON-VENUE-BASED EXAMINATION
May/June 2020
QUESTIONS
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. (Theory counts 5 marks
and application counts 10 marks)
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. (Theory counts 6 marks and application counts 12 marks, and 7 marks for
the identified strategy and motivation thereof)
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. (Theory counts 4 marks and application counts 16
marks)
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.
(Application counts 15 marks, 5 marks will be allocated for the five elements and 10
marks will be allocated for contrasting with those of two competitors).
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, this applies to the brand that is in a maturity stage, if not
yet in that stage you are to assume the position of when it reaches the stage. (Theory
counts 5 marks and application counts 15 marks)
Table of Contents
Executive Summary ............................................................................................................................. 4
Positioning Strategies .......................................................................................................................... 5
Positioning by corporate identity .................................................................................................... 5
Positioning by brand endorsement ................................................................................................ 5
Features and attribute positioning ................................................................................................. 6
Price quality positioning................................................................................................................... 6
Target user positioning .................................................................................................................... 7
Process of Positioning ......................................................................................................................... 7
Identification and analysis of competitive brands ........................................................................ 7
Identification and measurement of significant determinant attributes ...................................... 8
Identification of the brands current position ................................................................................. 8
Creation of a perceptual/positioning map ..................................................................................... 9
Determination of the desired position of the brand ..................................................................... 9
Selection of the position/repositioning strategy ......................................................................... 10
Strategy that is best suited for Samsung: Target user positioning strategy .......................... 10
Brand Extension Strategies .............................................................................................................. 10
Line Extensions .............................................................................................................................. 10
Brand Extensions ........................................................................................................................... 11
Concept Extensions ....................................................................................................................... 13
Co-branding..................................................................................................................................... 13
Elements of Choosing a Brand Name ............................................................................................. 14
The size of the marketing communication budget .................................................................... 14
The relationship between the brand and the product ............................................................... 15
The competitive position of the brand ......................................................................................... 15
Simplicity and ease of pronunciation and spelling .................................................................... 15
Familiarity and meaningfulness.................................................................................................... 15
Strategic Tools Used to Strengthen Brands in The Maturity Stage ............................................ 16
Strengthening by adding further differentiation.......................................................................... 16
Strengthening by using brand icons ............................................................................................ 16
, Strengthening by using brand character ..................................................................................... 16
Strengthening by using brand hijacking ...................................................................................... 16
Strengthening by adding value..................................................................................................... 17
Conclusion ........................................................................................................................................... 17
References .......................................................................................................................................... 18
