MNM3710 2025 ASSIGNMENT 2 SEM 2 2025 MNM3710 2025
DISCLAIMER
THE DOCUMENT PRESENTED IS A DEMOSTRATION ON HOW STUDENTS CAN
APPROACH THE ASSIGNMENT FOR CHRM8. IT IS BASED ON PRESCRIBED MATERIAL
AND EXTERNAL RESEARCH. THE DOCUMENT CONTAINS BOTH SHORT NOTES AND A
RESPONSE EXAMPLE FOR EACH QUESTION. STUDENTS ARE THEREFORE ADVISED
NOT TO COPY AND PASTE BUT USE THE DOCUMENT AS A RESEARCH GUIDE THAT
WOULD HELP THEM DRAFT THEIR OWN FINAL COPIES.
1
,MNM3710 2025 ASSIGNMENT 2 SEM 2 2025 MNM3710 2025
Contents
Introduction ................................................................................................................ 3
QUESTION 1 ............................................................................................................. 3
QUESTION 2 ............................................................................................................. 7
QUESTION 3 ............................................................................................................. 9
QUESTION 4 ........................................................................................................... 12
References ............................................................................................................... 16
2
, MNM3710 2025 ASSIGNMENT 2 SEM 2 2025 MNM3710 2025
Introduction
This analysis explored the crucial elements of strategic brand management, beginning
with the foundational role of ethical considerations in brand promotion, which shapes
positive consumer perceptions and builds trust, as demonstrated by the transparency
and integrity of brands like The Body Shop [Q1 response]. We then established the
necessary organizational structure for effective branding through the brand hierarchy,
detailing how brand equity flows both downward (leveraging credibility and established
brand elements) and upward (reinforcing parent brand strength via successful
products). Furthermore, the study critically analysed how Suzuki Auto South Africa
(SASA) systematically constructed brand equity across David Aaker’s five core
dimensions using targeted, measurable marketing efforts, directly linking mind-set
creation to tangible market performance outcomes. This integrated evaluation
demonstrates the interlinked nature of ethical integrity, structural clarity, equity
creation, and measurable market success.0717513144
QUESTION 1
Ethical considerations are fundamental in brand promotion, as they significantly
impact consumer trust, brand reputation, and long-term business sustainability.
In today's digital landscape, brands face challenges like truthful advertising,
data privacy, cultural sensitivity, and responsible influencer marketing, all while
striving to maintain ethical integrity. In your analysis of ethical considerations
in brand promotion, discuss their effects on consumer perception. Relate your
discussion to your chosen case for practical application. (5 marks are allocated
for your case study application.) (5)
Ethical considerations are fundamental in brand promotion as they profoundly
influence consumer perception, brand reputation, and long-term viability (Moodley &
Buthelezi, 2023). The sources emphasize that building a strong brand requires acting
responsibly towards society and consistently delivering on promises and expectations.
Discussion of Ethical Considerations in Brand Promotion
Ethical considerations span various areas, including corporate behaviour,
transparency, and social impact:
i. Corporate Social Responsibility (CSR) and Sustainability: A modern business is
assessed across its entire value chain and in terms of its relationship with staff, society,
3
DISCLAIMER
THE DOCUMENT PRESENTED IS A DEMOSTRATION ON HOW STUDENTS CAN
APPROACH THE ASSIGNMENT FOR CHRM8. IT IS BASED ON PRESCRIBED MATERIAL
AND EXTERNAL RESEARCH. THE DOCUMENT CONTAINS BOTH SHORT NOTES AND A
RESPONSE EXAMPLE FOR EACH QUESTION. STUDENTS ARE THEREFORE ADVISED
NOT TO COPY AND PASTE BUT USE THE DOCUMENT AS A RESEARCH GUIDE THAT
WOULD HELP THEM DRAFT THEIR OWN FINAL COPIES.
1
,MNM3710 2025 ASSIGNMENT 2 SEM 2 2025 MNM3710 2025
Contents
Introduction ................................................................................................................ 3
QUESTION 1 ............................................................................................................. 3
QUESTION 2 ............................................................................................................. 7
QUESTION 3 ............................................................................................................. 9
QUESTION 4 ........................................................................................................... 12
References ............................................................................................................... 16
2
, MNM3710 2025 ASSIGNMENT 2 SEM 2 2025 MNM3710 2025
Introduction
This analysis explored the crucial elements of strategic brand management, beginning
with the foundational role of ethical considerations in brand promotion, which shapes
positive consumer perceptions and builds trust, as demonstrated by the transparency
and integrity of brands like The Body Shop [Q1 response]. We then established the
necessary organizational structure for effective branding through the brand hierarchy,
detailing how brand equity flows both downward (leveraging credibility and established
brand elements) and upward (reinforcing parent brand strength via successful
products). Furthermore, the study critically analysed how Suzuki Auto South Africa
(SASA) systematically constructed brand equity across David Aaker’s five core
dimensions using targeted, measurable marketing efforts, directly linking mind-set
creation to tangible market performance outcomes. This integrated evaluation
demonstrates the interlinked nature of ethical integrity, structural clarity, equity
creation, and measurable market success.0717513144
QUESTION 1
Ethical considerations are fundamental in brand promotion, as they significantly
impact consumer trust, brand reputation, and long-term business sustainability.
In today's digital landscape, brands face challenges like truthful advertising,
data privacy, cultural sensitivity, and responsible influencer marketing, all while
striving to maintain ethical integrity. In your analysis of ethical considerations
in brand promotion, discuss their effects on consumer perception. Relate your
discussion to your chosen case for practical application. (5 marks are allocated
for your case study application.) (5)
Ethical considerations are fundamental in brand promotion as they profoundly
influence consumer perception, brand reputation, and long-term viability (Moodley &
Buthelezi, 2023). The sources emphasize that building a strong brand requires acting
responsibly towards society and consistently delivering on promises and expectations.
Discussion of Ethical Considerations in Brand Promotion
Ethical considerations span various areas, including corporate behaviour,
transparency, and social impact:
i. Corporate Social Responsibility (CSR) and Sustainability: A modern business is
assessed across its entire value chain and in terms of its relationship with staff, society,
3
