- MNM3710 -
BRAND MANAGEMENT
2021
PORTFOLIO EXAMINATION
coca-cola &
drip SA footwear
by
Name Student Number Identity Number
Date submitted
Page 1
,Declaration
PLAGIARISM DECLARATION FORM
Name :
Student No. :
Module code : MNM3710
I, , with student number, understand the consequences of plagiarism and collusion
and I hereby declare that the work submitted in this portfolio for MNM3710 (Brand
Management) is my own.
Signature :
Date :
Page 2
,Table of Contents
Declaration................................................................................................................ 2
Executive Summary ................................................................................................. 5
1. Seven Reasons to Change Brand Name .......................................................... 6
1.1. Brand Name Associations Damage the Value of the Brand .................... 6
1.2. Brand has a Weak Image / damaged by Negative Publicity .................... 6
1.3. Current Brand Name Has Limited Possibilities for Use in Brand
Extensions ............................................................................................................. 6
1.4. Added-Value Differences between Brands of the Same Company ......... 7
1.5. Use of Brand Name in Several Languages/ Different Geographical
Markets .................................................................................................................. 7
1.6. Mergers, Acquisitions and Partnerships................................................... 7
1.7. Brand Name may be Legally Problematic ................................................. 8
2. Six Brand Orientation Elements ....................................................................... 8
2.1. Shared Brand Vision ................................................................................... 8
2.2. Shared Brand Functionality ....................................................................... 9
2.3. Shared Brand Positioning .......................................................................... 9
2.4. Brand ROI and Financial performance ...................................................... 9
2.5. Brand Symbolism ...................................................................................... 10
2.6. Brand Value Adding Capability ................................................................ 10
3. Five Strategies of Rationalising Brand Portfolios ........................................ 11
3.1. Withdraw the Brand on Short Notice ....................................................... 11
3.2. Let the Brand Bleed to Death ................................................................... 11
3.3. Sell the Brand ............................................................................................ 11
3.4. Merge With Other Brands ......................................................................... 12
3.5. Change the Brand Status ......................................................................... 12
4. Properties of the Brand Identity System ....................................................... 12
Page 3
, 4.1. Brand Vision .............................................................................................. 13
4.2. Brand Purpose and Positioning Statement ............................................ 13
4.3. Brand Personality ..................................................................................... 14
4.4. Brand Values ............................................................................................. 14
4.5. Brand Mantra and Tagline ........................................................................ 15
4.6. Brand’s Visual and Verbal Language ...................................................... 15
5. Seven Positioning strategies .......................................................................... 17
5.1. Positioning by Corporate Identity............................................................ 17
5.2. Aspiration positioning Strategy ............................................................... 17
5.3. Emotion Positioning Strategy .................................................................. 18
5.4. Price/ Quality Positioning ......................................................................... 18
5.5. Positioning by Brand Endorsement ........................................................ 19
5.6. Positioning by Competitor ....................................................................... 19
5.7. Benefit Related Positioning...................................................................... 20
6. Conclusion ....................................................................................................... 21
7. References ....................................................................................................... 22
Page 4
BRAND MANAGEMENT
2021
PORTFOLIO EXAMINATION
coca-cola &
drip SA footwear
by
Name Student Number Identity Number
Date submitted
Page 1
,Declaration
PLAGIARISM DECLARATION FORM
Name :
Student No. :
Module code : MNM3710
I, , with student number, understand the consequences of plagiarism and collusion
and I hereby declare that the work submitted in this portfolio for MNM3710 (Brand
Management) is my own.
Signature :
Date :
Page 2
,Table of Contents
Declaration................................................................................................................ 2
Executive Summary ................................................................................................. 5
1. Seven Reasons to Change Brand Name .......................................................... 6
1.1. Brand Name Associations Damage the Value of the Brand .................... 6
1.2. Brand has a Weak Image / damaged by Negative Publicity .................... 6
1.3. Current Brand Name Has Limited Possibilities for Use in Brand
Extensions ............................................................................................................. 6
1.4. Added-Value Differences between Brands of the Same Company ......... 7
1.5. Use of Brand Name in Several Languages/ Different Geographical
Markets .................................................................................................................. 7
1.6. Mergers, Acquisitions and Partnerships................................................... 7
1.7. Brand Name may be Legally Problematic ................................................. 8
2. Six Brand Orientation Elements ....................................................................... 8
2.1. Shared Brand Vision ................................................................................... 8
2.2. Shared Brand Functionality ....................................................................... 9
2.3. Shared Brand Positioning .......................................................................... 9
2.4. Brand ROI and Financial performance ...................................................... 9
2.5. Brand Symbolism ...................................................................................... 10
2.6. Brand Value Adding Capability ................................................................ 10
3. Five Strategies of Rationalising Brand Portfolios ........................................ 11
3.1. Withdraw the Brand on Short Notice ....................................................... 11
3.2. Let the Brand Bleed to Death ................................................................... 11
3.3. Sell the Brand ............................................................................................ 11
3.4. Merge With Other Brands ......................................................................... 12
3.5. Change the Brand Status ......................................................................... 12
4. Properties of the Brand Identity System ....................................................... 12
Page 3
, 4.1. Brand Vision .............................................................................................. 13
4.2. Brand Purpose and Positioning Statement ............................................ 13
4.3. Brand Personality ..................................................................................... 14
4.4. Brand Values ............................................................................................. 14
4.5. Brand Mantra and Tagline ........................................................................ 15
4.6. Brand’s Visual and Verbal Language ...................................................... 15
5. Seven Positioning strategies .......................................................................... 17
5.1. Positioning by Corporate Identity............................................................ 17
5.2. Aspiration positioning Strategy ............................................................... 17
5.3. Emotion Positioning Strategy .................................................................. 18
5.4. Price/ Quality Positioning ......................................................................... 18
5.5. Positioning by Brand Endorsement ........................................................ 19
5.6. Positioning by Competitor ....................................................................... 19
5.7. Benefit Related Positioning...................................................................... 20
6. Conclusion ....................................................................................................... 21
7. References ....................................................................................................... 22
Page 4
