COM2612
ASSIGNMENT 1
SEMESTER 2 2025 –
212550 (Answer Guide)
– Brand
Communication
QUESTIONS WITH 100%
VERIFIED AND
CERTIFIED ANSWERS.
,1|Page
COM2612 ASSIGNMENT 1 SEMESTER 2 2025 – 212550 (Answer Guide) – Brand
Communication
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: Explaining the relationship between brand identity, brand image and brand
positioning (from a brand communication perspective) ............................................................... 3
Introduction ........................................................................................................................................... 3
Defining the three concepts .............................................................................................................. 3
The strategic relationship (and the role of brand communication) ........................................ 3
Why alignment matters (criteria for strong brand communication) ....................................... 5
Illustrative example (SA context) ..................................................................................................... 5
Conclusion ............................................................................................................................................. 6
Question 2: Explain how Integrated Marketing Communication (IMC) can be used to build strong
brand equity. ............................................................................................................................................... 6
Introduction.............................................................................................................................................. 6
IMC as a driver of brand equity ............................................................................................................ 7
1. Consistency of message across touchpoints ............................................................................ 7
2. Synergy of communication tools.................................................................................................. 7
3. Building brand awareness (brand salience)............................................................................... 7
4. Creating strong, favourable, and unique brand associations .................................................. 7
5. Enhancing perceived quality and credibility ............................................................................... 8
6. Driving consumer loyalty and engagement................................................................................ 8
7. Measurability and feedback loops ............................................................................................... 8
Application to Keller’s CBBE Model .................................................................................................... 8
Conclusion ............................................................................................................................................... 9
Question 3.1: Good brand contact points and good brand experiences lead to brand loyalty
(essay ≤350 words) .................................................................................................................................... 9
Question 3.2: Discuss why employee brand contact is important in creating brand experiences.
.................................................................................................................................................................... 10
Introduction............................................................................................................................................ 10
, 2|Page
Why employee brand contact matters .............................................................................................. 11
1. Employees embody brand identity and values........................................................................ 11
2. Employees create emotional connections ............................................................................... 11
3. Employees close the gap between promise and delivery ..................................................... 11
4. Employees influence service recovery and loyalty ................................................................. 12
5. Internal branding links to external performance ...................................................................... 12
Conclusion ............................................................................................................................................. 12
Question 4: Discuss the role of public relations (PR) in supporting Integrated Marketing
Communication (IMC).............................................................................................................................. 12
Introduction............................................................................................................................................ 12
Key roles of PR in IMC ........................................................................................................................ 13
1. Enhancing brand credibility and trust........................................................................................ 13
2. Ensuring message consistency across stakeholders............................................................. 13
3. Managing reputation and crisis communication ...................................................................... 13
4. Building emotional and relational connections ........................................................................ 14
5. Supporting integrated campaigns through synergy ................................................................ 14
Conclusion ............................................................................................................................................. 14
Question 5: Discuss the role of sponsorship in brand communication and brand building. ......... 14
Introduction............................................................................................................................................ 14
The role of sponsorship in brand communication ........................................................................... 15
1. Enhancing brand awareness and visibility ............................................................................... 15
2. Creating strong associations ...................................................................................................... 15
3. Differentiating the brand.............................................................................................................. 15
4. Building emotional engagement ................................................................................................ 16
5. Supporting integrated campaigns.............................................................................................. 16
6. Driving brand equity..................................................................................................................... 16
Conclusion ............................................................................................................................................. 16
Full Harvard-Style Reference List (for Questions 1–5)....................................................................... 17
ASSIGNMENT 1
SEMESTER 2 2025 –
212550 (Answer Guide)
– Brand
Communication
QUESTIONS WITH 100%
VERIFIED AND
CERTIFIED ANSWERS.
,1|Page
COM2612 ASSIGNMENT 1 SEMESTER 2 2025 – 212550 (Answer Guide) – Brand
Communication
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: Explaining the relationship between brand identity, brand image and brand
positioning (from a brand communication perspective) ............................................................... 3
Introduction ........................................................................................................................................... 3
Defining the three concepts .............................................................................................................. 3
The strategic relationship (and the role of brand communication) ........................................ 3
Why alignment matters (criteria for strong brand communication) ....................................... 5
Illustrative example (SA context) ..................................................................................................... 5
Conclusion ............................................................................................................................................. 6
Question 2: Explain how Integrated Marketing Communication (IMC) can be used to build strong
brand equity. ............................................................................................................................................... 6
Introduction.............................................................................................................................................. 6
IMC as a driver of brand equity ............................................................................................................ 7
1. Consistency of message across touchpoints ............................................................................ 7
2. Synergy of communication tools.................................................................................................. 7
3. Building brand awareness (brand salience)............................................................................... 7
4. Creating strong, favourable, and unique brand associations .................................................. 7
5. Enhancing perceived quality and credibility ............................................................................... 8
6. Driving consumer loyalty and engagement................................................................................ 8
7. Measurability and feedback loops ............................................................................................... 8
Application to Keller’s CBBE Model .................................................................................................... 8
Conclusion ............................................................................................................................................... 9
Question 3.1: Good brand contact points and good brand experiences lead to brand loyalty
(essay ≤350 words) .................................................................................................................................... 9
Question 3.2: Discuss why employee brand contact is important in creating brand experiences.
.................................................................................................................................................................... 10
Introduction............................................................................................................................................ 10
, 2|Page
Why employee brand contact matters .............................................................................................. 11
1. Employees embody brand identity and values........................................................................ 11
2. Employees create emotional connections ............................................................................... 11
3. Employees close the gap between promise and delivery ..................................................... 11
4. Employees influence service recovery and loyalty ................................................................. 12
5. Internal branding links to external performance ...................................................................... 12
Conclusion ............................................................................................................................................. 12
Question 4: Discuss the role of public relations (PR) in supporting Integrated Marketing
Communication (IMC).............................................................................................................................. 12
Introduction............................................................................................................................................ 12
Key roles of PR in IMC ........................................................................................................................ 13
1. Enhancing brand credibility and trust........................................................................................ 13
2. Ensuring message consistency across stakeholders............................................................. 13
3. Managing reputation and crisis communication ...................................................................... 13
4. Building emotional and relational connections ........................................................................ 14
5. Supporting integrated campaigns through synergy ................................................................ 14
Conclusion ............................................................................................................................................. 14
Question 5: Discuss the role of sponsorship in brand communication and brand building. ......... 14
Introduction............................................................................................................................................ 14
The role of sponsorship in brand communication ........................................................................... 15
1. Enhancing brand awareness and visibility ............................................................................... 15
2. Creating strong associations ...................................................................................................... 15
3. Differentiating the brand.............................................................................................................. 15
4. Building emotional engagement ................................................................................................ 16
5. Supporting integrated campaigns.............................................................................................. 16
6. Driving brand equity..................................................................................................................... 16
Conclusion ............................................................................................................................................. 16
Full Harvard-Style Reference List (for Questions 1–5)....................................................................... 17
