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 aspart of a single submission for this assessment.
You are required to answer all questions to all three cases to successfullycomplete this task.
Response format:
1. Using the provided cases you are to read the cases and respond to the questions in this document for each case.
2. Your response should include a combination of observations from thecase, critical analysis of what principles of successful brandmanagement apply to the case.
3. Relevant peer reviewed / academic theory integrated into yourresponses.
4. Demonstration of wider readings and use of examples beyond the casethat show your appreciation of the course concepts in different contexts.
5. Each case response is to be approximately 800 words.
Case Questions:
CASE ONEHSBC
1. What other banks are performing in the same space and how are theyapproaching the task of building brand equity?
2. How would you describe the business' ability to launch new productsunder the HSBC Brand compared to other players in the market?Doyou think they would have a better chance of success under the BrandAdoption model than a lesser brand? Explain why?
3. Employee branding is mentioned in the article. What is the importanceof internal branding and establishing equity in an organisation? Domarketers have a responsibility to build their brands inside theorganisation as much as outside the business? Why is this important?
CASE TWO
LEVI'S 501 REPOSITIONING
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?