Learning Objective: To develop an appreciation of the importance of brand management and the complexities of achieving successful organisational outcomes in line with brand management. Articulate the role of brand management inside an organisation.
Overview: The chosen cases are real world examples of brand management in different contexts. They combine a mixture of both successes and what may be considered failures or short-comings. Through the use of real world case analysis the questions are designed to test your ability to think through the principles of brand management in the context of wider organisational dynamics. Projecting an objective point of view is critical in responding to these cases and will require a mixture of both industry best practice and academic supporting evidence.
There are three cases that form the submission. All cases will be included as part of a single submission for this assessment.
You are required to answer all questions to all three cases to successfully complete this task.
Mandatory requirements:
1. Inclusion of signed University cover sheet with assignment submission.
2. Referencing for all sources - either Harvard or APA Method.
3. Inclusion of at least five (5) academic texts or peer reviewed articles.
4. To be completed individually.
Case Questions:
CASE ONE HSBC
1. What other banks are performing in the same space and how are they approaching the task of building brand equity?
2. How would you describe the business' ability to launch new products under the HSBC Brand compared to other players in the market? Do you think they would have a better chance of success under the Brand Adoption model than a lesser brand? Explain why?
3. Employee branding is mentioned in the article. What is the importance of internal branding and establishing equity in an organisation? Do marketers have a responsibility to build their brands inside the organisation as much as outside the business? Why is this important?
CASE TWO
1. Why was it important for Levi's to address the brand perception issue of 'Becoming my Dad's brand'?
2. What commercial implications may arise if the brand (or any brand) becomes dated?
3. How did the brand activity and marketing drive broader organisational change and why is this important?
4. What was the importance of the 501 halo to the broader brand strategy? What other examples of other brands can you reference where this occurs?
CASE THREE iSNACK LAUNCH
1. What were the key oversights by the brand team at Kraft when launching i-Snack 2.0 and why does this matter?
2. As a potential brand manager in the future how can you avoid these same mistakes?
3. (Regardless of actual events that have happened since the case was written) What recommendations would you make for what the brand team should do next with Vegemite given the market response to the launch of i-Snack 2.0?