COM2612 ASSIGNMENT 3 SEMESTER 2 2025 (Answer Guide) – Exam Portfolio

COM2612 ASSIGNMENT 3 SEMESTER 2 2025 (Answer Guide) – Exam Portfolio 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 Conclusion 16 References 16