THE BMZ ACADEMY
THE BMZ ACADEMY
@061 262 1185/068 053 8213
BMZ ACADEMY 061 262 1185/068 053 8213Page 1 of 19
, THE BMZ ACADEMY
Table of Contents
QUESTION 1 2
1. Strengthening Brand Awareness 2
2. Enhancing Brand Loyalty 3
3. Increasing Perceived Quality 3
Brand Associations 4
Other Proprietary Brand Assets 4
QUESTION 2 5
Choose a brand of your choice (local or international) and critically discuss how it can
use a combination of digital tools to enhance its branding strategy and connect
effectively with its target audience. Your discussion should relate to the chosen brand.
(10 marks for practical application to your brand) 5
Using Digital Tools to Enhance Branding Strategy: The Case of MTN South Africa 5
Social Networks: Driving Visibility and Engagement 5
Content Communities: Enhancing Storytelling and Cultural Relevance 6
Blogs: Positioning as an Industry Thought Leader 6
Forums and Bulletin Boards: Building Trust and Gathering Insights 6
Content Aggregators and SEO: Maximizing Discoverability 7
Integrated Marketing Communication (IMC): Orchestrating a Unified Digital Presence
7
Challenges and Critical Considerations 8
QUESTION 3 8
As a global marketing consultant, discuss five (5) major macro environmental factors
and market factors that would pose challenges to Zuri Organics in managing their
global brand. 8
Macro Environmental and Market Challenges for Zuri Organics’ Global Brand
Management 8
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 19
, THE BMZ ACADEMY
Consumer Segmentation and Target Market Understanding 9
Competitive Landscape and Achieving Relevant Positioning 9
Cultural Reception and Brand Identity Translation 10
Market Structure, Distribution Channels, and Visibility 10
Media Fragmentation and Integrated Marketing Communication (IMC) 11
QUESTION 4 11
As a brand strategy consultant, critically discuss potential risks associated with
Savanna Sparkle’s brand extension into the energy drink market. 11
Brand Dilution and Loss of Core Identity 12
Perceived Fit and Category Incongruence 12
Cannibalisation and Internal Competition 13
Reputational and Regulatory Risks 13
Resource Diversion and Execution Risk 13
QUESTION 5 14
Critically discuss five (5) ethical risks in service branding that could influence the
brand’s reputation and customer trust. 14
Ethical Risks in Service Branding: Impact on Brand Reputation and Customer Trust
14
Misleading Advertising and Overpromising 14
Data Privacy and Misuse of Customer Information 15
Discriminatory Service Practices 15
Exploitative Pricing and Hidden Costs 16
Greenwashing and False Ethical Claims 16
References 16
BMZ ACADEMY 061 262 1185/068 053 8213Page 3 of 19
THE BMZ ACADEMY
@061 262 1185/068 053 8213
BMZ ACADEMY 061 262 1185/068 053 8213Page 1 of 19
, THE BMZ ACADEMY
Table of Contents
QUESTION 1 2
1. Strengthening Brand Awareness 2
2. Enhancing Brand Loyalty 3
3. Increasing Perceived Quality 3
Brand Associations 4
Other Proprietary Brand Assets 4
QUESTION 2 5
Choose a brand of your choice (local or international) and critically discuss how it can
use a combination of digital tools to enhance its branding strategy and connect
effectively with its target audience. Your discussion should relate to the chosen brand.
(10 marks for practical application to your brand) 5
Using Digital Tools to Enhance Branding Strategy: The Case of MTN South Africa 5
Social Networks: Driving Visibility and Engagement 5
Content Communities: Enhancing Storytelling and Cultural Relevance 6
Blogs: Positioning as an Industry Thought Leader 6
Forums and Bulletin Boards: Building Trust and Gathering Insights 6
Content Aggregators and SEO: Maximizing Discoverability 7
Integrated Marketing Communication (IMC): Orchestrating a Unified Digital Presence
7
Challenges and Critical Considerations 8
QUESTION 3 8
As a global marketing consultant, discuss five (5) major macro environmental factors
and market factors that would pose challenges to Zuri Organics in managing their
global brand. 8
Macro Environmental and Market Challenges for Zuri Organics’ Global Brand
Management 8
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 19
, THE BMZ ACADEMY
Consumer Segmentation and Target Market Understanding 9
Competitive Landscape and Achieving Relevant Positioning 9
Cultural Reception and Brand Identity Translation 10
Market Structure, Distribution Channels, and Visibility 10
Media Fragmentation and Integrated Marketing Communication (IMC) 11
QUESTION 4 11
As a brand strategy consultant, critically discuss potential risks associated with
Savanna Sparkle’s brand extension into the energy drink market. 11
Brand Dilution and Loss of Core Identity 12
Perceived Fit and Category Incongruence 12
Cannibalisation and Internal Competition 13
Reputational and Regulatory Risks 13
Resource Diversion and Execution Risk 13
QUESTION 5 14
Critically discuss five (5) ethical risks in service branding that could influence the
brand’s reputation and customer trust. 14
Ethical Risks in Service Branding: Impact on Brand Reputation and Customer Trust
14
Misleading Advertising and Overpromising 14
Data Privacy and Misuse of Customer Information 15
Discriminatory Service Practices 15
Exploitative Pricing and Hidden Costs 16
Greenwashing and False Ethical Claims 16
References 16
BMZ ACADEMY 061 262 1185/068 053 8213Page 3 of 19
