COM2612
Assignment 3 Portfolio Semester 1 2025
Unique Number: 207257
Due date: 19 May 2025
QUESTION 1: WOOLWORTHS SOUTH AFRICA BRAND EVALUATION ESSAY
Introduction
A brand is the identity of a product, company, or service that includes its name, logo, design,
and the overall experience it offers to customers. A brand image is how people see and feel
about the brand. The slogan or tagline is a short phrase that captures the brand’s promise or
message. Brand contact points are the different ways customers engage with the brand—
this could be in a store, online, or through advertising. A brand’s personality refers to the
human traits the brand expresses, like being friendly or professional. The brand purpose is
the reason the brand exists beyond just making money. The type of brand describes what
the brand offers—like a product, service, or personal brand. Integrated marketing
communication (IMC) means using different channels like social media, TV, websites, and
print to send a clear and consistent message to customers.
1. Brand Image
Woolworths is known for its clean, elegant, and premium brand image. The logo is a bold
black ―W‖ which represents simplicity and quality. Whether in-store or online,
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
INTRODUCTION
This portfolio explores key concepts in branding and marketing communication,
offering a detailed evaluation of a selected brand and its strategic efforts. In Question
1, I examine a brand by looking at its image, slogan, personality, communication
tools, and customer touchpoints. The aim is to understand how the brand builds its
identity and maintains customer engagement. In Question 2, I analyse Starbucks’
brand strategy using the Pathak and Pathak-Shelat (2017) model, and I also explore
how social word of mouth (sWOM) shapes public perception through Instagram.
Question 3 highlights the importance of brand consistency across all contact points
and introduces Brakus et al.’s (2009) four types of brand experiences. In Question 4,
I explain how content marketing can help raise brand awareness and offer blog
content ideas. Finally, Question 5 focuses on cultural branding and the power of
iconic brands. Each section combines theory with real-life examples to reflect applied
learning.
QUESTION 1: WOOLWORTHS SOUTH AFRICA BRAND EVALUATION ESSAY
Introduction
A brand is the identity of a product, company, or service that includes its name, logo,
design, and the overall experience it offers to customers. A brand image is how
people see and feel about the brand. The slogan or tagline is a short phrase that
captures the brand’s promise or message. Brand contact points are the different
ways customers engage with the brand—this could be in a store, online, or through
advertising. A brand’s personality refers to the human traits the brand expresses, like
being friendly or professional. The brand purpose is the reason the brand exists
beyond just making money. The type of brand describes what the brand offers—like
a product, service, or personal brand. Integrated marketing communication (IMC)
means using different channels like social media, TV, websites, and print to send a
clear and consistent message to customers.
1. Brand Image
Woolworths is known for its clean, elegant, and premium brand image. The logo is a
bold black ―W‖ which represents simplicity and quality. Whether in-store or online,
Assignment 3 Portfolio Semester 1 2025
Unique Number: 207257
Due date: 19 May 2025
QUESTION 1: WOOLWORTHS SOUTH AFRICA BRAND EVALUATION ESSAY
Introduction
A brand is the identity of a product, company, or service that includes its name, logo, design,
and the overall experience it offers to customers. A brand image is how people see and feel
about the brand. The slogan or tagline is a short phrase that captures the brand’s promise or
message. Brand contact points are the different ways customers engage with the brand—
this could be in a store, online, or through advertising. A brand’s personality refers to the
human traits the brand expresses, like being friendly or professional. The brand purpose is
the reason the brand exists beyond just making money. The type of brand describes what
the brand offers—like a product, service, or personal brand. Integrated marketing
communication (IMC) means using different channels like social media, TV, websites, and
print to send a clear and consistent message to customers.
1. Brand Image
Woolworths is known for its clean, elegant, and premium brand image. The logo is a bold
black ―W‖ which represents simplicity and quality. Whether in-store or online,
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
INTRODUCTION
This portfolio explores key concepts in branding and marketing communication,
offering a detailed evaluation of a selected brand and its strategic efforts. In Question
1, I examine a brand by looking at its image, slogan, personality, communication
tools, and customer touchpoints. The aim is to understand how the brand builds its
identity and maintains customer engagement. In Question 2, I analyse Starbucks’
brand strategy using the Pathak and Pathak-Shelat (2017) model, and I also explore
how social word of mouth (sWOM) shapes public perception through Instagram.
Question 3 highlights the importance of brand consistency across all contact points
and introduces Brakus et al.’s (2009) four types of brand experiences. In Question 4,
I explain how content marketing can help raise brand awareness and offer blog
content ideas. Finally, Question 5 focuses on cultural branding and the power of
iconic brands. Each section combines theory with real-life examples to reflect applied
learning.
QUESTION 1: WOOLWORTHS SOUTH AFRICA BRAND EVALUATION ESSAY
Introduction
A brand is the identity of a product, company, or service that includes its name, logo,
design, and the overall experience it offers to customers. A brand image is how
people see and feel about the brand. The slogan or tagline is a short phrase that
captures the brand’s promise or message. Brand contact points are the different
ways customers engage with the brand—this could be in a store, online, or through
advertising. A brand’s personality refers to the human traits the brand expresses, like
being friendly or professional. The brand purpose is the reason the brand exists
beyond just making money. The type of brand describes what the brand offers—like
a product, service, or personal brand. Integrated marketing communication (IMC)
means using different channels like social media, TV, websites, and print to send a
clear and consistent message to customers.
1. Brand Image
Woolworths is known for its clean, elegant, and premium brand image. The logo is a
bold black ―W‖ which represents simplicity and quality. Whether in-store or online,
