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Chapter 7
The power of branding
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource Location
Purpose and Perspective Instructor’s Manual
Lecture Outline Instructor’s Manual
Discussion Starters Instructor’s Manual
Class Exercises Instructor’s Manual
Chapter Quiz Instructor’s Manual
Answers to Issues for Discussion and Review Instructor’s Manual
Suggested Answers to Marketing Applications Instructor’s Manual
Answers to Developing Your Marketing Plan Instructor’s Manual
Written Case Study Instructor’s Manual
Video Case Instructor’s Manual
Interactive Marketing Plan Companion website
Examination Questions: Essay Companion website
Examination Questions: Multiple-Choice Companion website
Examination Questions: True–False Companion website
PowerPoint Slides Companion website
Chapter-specific video segment Companion website
Note: Web resources may be found on the accompanying student and instructor websites at
http://login.cengage.com.
PURPOSE AND PERSPECTIVE

This chapter demonstrates the power of branding. This demonstration of the power of
branding is achieved through identification and description of branding strategy. From there,
the chapter explains the value of branding and outlines the major components of brand
equity. A discussion related to the selection of brand names follows along with an outline of
how brand names might be protected. A discussion related to branding policies is also
provided where the potential and pitfalls of brand extensions, co-branding and brand
licensing are considered. Different strategies are also explored for building and sustaining
brands. To conclude the chapter, the discussion turns to branding as applied in the
marketing mix.
Copyright © 2015 Cengage Learning. All rights reserved.

136 Pride 2e: Instructor’s Manual
LECTURE OUTLINE
I. THE STRATEGIC POWER OF BRANDING
A. Definitions of Branding Terms
1. A brand is a name, term, symbol, design, or other feature that identifies one
marketer’s product as distinct from those of other marketers.
2. A brand name is that part of a brand that can be spoken, including letters,
words, and numbers.
3. A brand mark is an element of a brand that cannot be spoken, often a
symbol or design.
4. A trademark is a legal designation indicating that the owner has exclusive
use of the brand or part of that brand and that others are prohibited by law
from using it.
5. A trade name is the full legal name of an organisation rather than the name
of a specific product.
B. Value of Branding
1. To Buyers
a) Brands help buyers identify specific products that they like and do not
like, which facilitates the purchase of those items that satisfy
individual needs.
b) A brand helps especially when a customer lacks the ability to judge a
product’s quality; that is, a brand may symbolise a certain quality level
to a purchaser, and the person in turn lets that perception of quality
represent the quality of the item.
c) A brand helps reduce a buyer’s perceived risk of purchase.
d) A brand can give buyers the psychological reward that comes from
owning a brand that symbolises status.
2. To Sellers
a) Brands identify each product for the sellers, which makes repeat
purchasing easier for consumers.
b) To the extent that buyers become loyal to a specific brand, the firm’s
market share for that product achieves a certain level of stability,
which allows the firm to use its resources more efficiently.
c) When a firm develops some degree of customer loyalty to a brand, it
can maintain a fairly consistent price for the product instead of having
to cut the price repeatedly to attract customers.
3. There is a cultural dimension to branding.
a) Brand experience is an individual experience and each consumer
confers his or her own social meaning onto brands. A brand’s appeal is
largely at an emotional level based on symbolic image and key
associations of the brand.
b) The term ‘cultural branding’ has been used to explain how a brand
conveys a powerful meaning that consumers find useful in cementing
their identities.
c) It is also important to recognise that because a brand exists
independently in the consumer’s mind, it is not directly controlled by
the marketer.
C. Brand Equity
1. Brand equity is the marketing and financial value associated with a brand’s
market strength.

Chapter 7: The power of branding 137
2. The elements of brand equity include proprietary brand assets, such as

patents and trademarks, as well as brand name awareness, brand loyalty,
perceived brand quality, and brand association.
a) Brand awareness leads to familiarity and familiar brands are more
likely to be viewed as more reliable and of more acceptable quality.
b) Brand loyalty is a customer’s favourable attitude toward a specific
brand, which affects the likelihood of consistent purchase of this brand
when the need arises for a product in that product category.
Brand loyalty can be categorised into three levels: recognition,
preference and insistence.
(1) Brand recognition occurs when a customer is aware that a brand exists
and views it as an alternative to purchase if his or her brand is
unavailable or if the other available brands are unfamiliar to the
customer.
(2) Brand preference is a stronger degree of brand loyalty. A customer
definitely prefers one brand over competitive offerings and will
purchase the brand if available, but will not go out of his or her way to
find it.
(3) Brand insistence is the strongest degree of brand loyalty, in which a
customer strongly prefers a specific brand, will accept no substitute,
and will go to great lengths to acquire it.
c) Brand loyalty is an important component of brand equity
because it reduces a brand’s vulnerability to competitors’
actions.
d) Brand loyalty allows an organisation to keep its existing
customers and avoid spending significant resources to gain new
ones.
e) Perceived brand quality helps to support a premium price, allowing a
marketer to avoid severe price competition because a brand name can
actually stand for and be used to judge actual quality.
f) Marketers associate a particular lifestyle or certain personality with a
specific brand to appeal to consumers who can relate to the image.
This is known as ‘brand association’.
g) Manufacturer brands are initiated by products to ensure that the
producer is identified with the product at point of purchase.
h) House brands (also called store brands or generic brands) are initiated
and owned by resellers – wholesalers or retailers. The major
characteristic of house brands is that the manufacturers are not
identified on the products.
II. HOW BRAND NAMES ARE SELECTED AND PROTECTED
A. Selecting a Brand Name
1. Marketers should consider a number of factors when selecting a brand
name.
a) The name should be easy for customers to say, spell, and recall.
b) If possible, the brand name should suggest the product’s uses
and special characteristics in a positive way and avoid negative or
offensive references.
c) ) If a marketer intends to use a brand for a product line, the brand
must be designed to be compatible with all products in the line.

d) A brand should be designed so that it can be used and recognised

in all types of media.
e) Cultural interpretations need to be considered to avoid terms
that have negative connotations in different markets
2. Brand names can be created internally by the organisation, by outside
consultants, or by hiring a company specialising in brand name
development.
B. Protecting a Brand
1. Marketers should take steps to protect their exclusive rights to a brand.
a) Marketers should design a brand name that they can protect easily
through registration;
b) The company should be certain that the selected brand is unlikely to
be considered as infringement on any brand already registered with
the relevant patent and trademark authorities.
2. In many foreign countries brand registration is not possible. The first firm to
use a brand in such a country automatically has the rights to it.
3. Brand counterfeiting is an issue that high end brands must contend with:
- counterfeit products are readily available to consumers
- Christian Louboutin is now listing those websites that sell counterfeit copies of
their product as a shaming strategy
- Versace was awarded AUD$20m in damages.
III. BRANDING POLICIES, BRAND EXTENSIONS, CO-BRANDING AND BRAND LICENSING
A. Branding Policies
1. In establishing branding policies, the company must decide whether to
brand its products at all.
a) When an organisation’s product is homogeneous and similar to
competitors’ products, it may be difficult to brand.
b) Raw materials are hard to brand because of the homogeneity of these
products and their physical characteristics.
2. If a company chooses to brand its products, it may opt for one or more
branding policies.
a) Individual branding is a policy of naming each product differently.
b) In family branding, all of the firm’s products are branded with the
same name or at least part of the name; family branding is beneficial
because the promotion of one item with the family brand promotes
the firm’s other products.
3. Branding policy is influenced by the number of the company’s products, the
characteristics of its target markets, the competing products available and
the firm’s resources.
B. Brand Extensions
A brand extension occurs when an organisation uses one of its existing brands to
brand a new product in a different product category.
1. A brand extension is different from a line extension.
2. A brand can be weakened if it is extended too many times or extended too
far outside its original product category.
C. Co-Branding
Co-branding is the use of two or more brands on one product; marketers employ
co-branding to capitalise on the brand equity of multiple brands.
1. The two brands can be owned by the same company, or they can be two
distinct brands from different organisations.
2. Co-branding capitalises on the trust and confidence customers have in the

brands involved.
3. The brands should not lose their identities, and it should be clear to
customers which brand is the main brand.
4. When a co-branded product is unsuccessful, both brands are implicated in
the product failure.
5. To gain customer acceptance, the brands involved must represent a
complementary fit in the minds of buyers.
D. Brand Licensing
Brand licensing is an agreement whereby a company permits another
organisation to use its brand on other products for a licensing fee.
1. A growing number of companies are letting approved manufacturers use
their trademarks on other products for a licensing fee.
2. Advantages of licensing include extra revenue, low cost, free publicity, new
images, and trademark protection.
3. Disadvantages of licensing include lack of manufacturing control and too
many unrelated products bearing the same name.
IIV. BUILDING AND SUSTAINING BRANDS

A. Brand Vision
Establishing a brand vision is about identifying a strategic future for the brand.
The three elements of the brand vision are a strategic future for the brand, the
purpose of the brand and the brand values.
B. Organisational Culture
Organisational culture is about action and behaviour that is normal within the
organisational bounds. Organisational culture can create a competitive advantage
for a brand, as the brand experience is not just about what the customer gets, but
how. The elements that comprise how the customer receives the brand include
the brand values, the people that deliver the brand experience and the
environment in which that happens.
C. Brand Objectives
Brand objectives guide management and employees towards a clear and
measurable target(s). Brand objectives are typically stated along the lines of:
To do what by when
For example, to establish 65 per cent awareness within 19–25 year olds
across Asia–Pacific before end of 2012.
D. Auditing the Brandsphere
To ensure an effective and sustainable brand means continuous auditing of 5 key
forces: organisation, distributors, customers, competitors and the macro-
environment .
E. Brand Essence
Brand essence is about the central characteristics that define a brand. When
brand managers and marketers are in touch with the relevant factors and forces
influencing the brandsphere, effective, clever and innovative ideas will begin to
emerge about what the essence of the brand might be or could be.
F. Internal Implementation
Internal systems that need to be considered include the customer service system,
the frontline management system, operational systems, support systems and
delivery systems. This range of necessary systems needs to reinforce the brand’s
functional and emotional values and capitalise on what the organisation is known
for and good at.

G. Brand Resourcing
Strong brands demand resources and investment. However, investing in any
organisational effort requires justification, which might include internal debates
as to what constitutes justification. For this reason, evidence needs to be
gathered in making the argument for investment.
H. Brand Evaluation
Necessarily, brand evaluation is a continuous process where brand performance
is measured against key performance indicators (KPIs). Continuous monitoring
enables an organisation to identify whether or not a brand is on track to achieve
set objectives or not. Early identification that a brand is off track enables the
brand manager/marketer to ensure the brand marketing is promptly and
appropriately adjusted in order to bring it back on track.
V. Connecting the Marketing Mix and Brands

Through identification and understanding of the operating environment (external
and internal factors) then an effective and appropriate marketing mix can be
constructed. Brands and branding can be the leading elements in an effective and
appropriate mix of marketing elements.
A. Brands and Pricing
A strong brand is a powerful tool that enables a higher price because
consumers will opt for a brand they know and trust and therefore price may
not necessarily even be a factor of consideration.
B. Branding and Physical Distribution
Consistently producing a trusted brand also entails consistently making the
brand available to consumers and consistently delivering the right product
to the right customer at the right time. Physical distribution is therefore a
significant aspect of building and sustaining a trusted brand.
C. Branding and Promotion
Successful promotional efforts can create and build a strong brand and
necessarily there needs to be a high level of consistency in the messages
conveyed within each and every promotional effort including all offline and
online efforts. In this way the brand positioning is reinforced at every
opportunity.
D. Branding and Products
People don’t buy products, they buy brands. Products are a cluster of
functional aspects whereas brands have meanings and emotional content
for consumers. For this reason, astute marketers need to investigate what
and how products are consumed in the consumer’s world in order to
identify what the brand means to consumers.

DISCUSSION STARTERS
Discussion Starter 1: Cigarette branding and demarketing
Watch the following video: http://www.abc.net.au/news/2014-01-30/the-consumer-
quarter/5228428
Discussion Starter 1: Brand Equity
ASK: What brands do you think are the top global brands and what brands do you think may
be on the way out?
Apple has experienced massive growth in recent years and is a top of the mind brand for
many consumers in several product categories such as smartphones, tablets, and user-
friendly computing. However, the following clip presents Interbrand CEO talking about the
fact that Apple may have reached the top of the game. Similarly for Blackberry, their grip on
the business market is not as strong as in previous years.
http://www.interbrand.com/en/knowledge/iq/2013/best-asian-brands/best-asian-brands-
2013.aspx
ASK: What do you think contributes to Apple’s ability to remain as a top of the mind brand?
Apple’s global presence is clearly the most important factor. Consumers are using and
consuming the Apple brand on the street, in the workplace and at home and therefore the
Apple brand has established a place in our everyday lives and routines. Other elements are a
globally recognised brand name, brand symbol, colours, logos, and a host of brand images
(polar bears, etc.) all uniquely associated with Apple. From the beginning, the Apple brand
has symbolically positioned as a brand of difference as is evident in the original 1984 launch
ad for Macintosh.
The following link provides the original 1984 ad and discusses how and why the ad was so
controversial.
http://mentalfloss.com/article/29867/how-apples-1984-ad-was-almost-canceled
Discussion Starter 2: Virtual Branding

ASK: Have you ever played a virtual reality game? Have you ever used the SIMS or visited the
Second Life (http://www.secondlife.com) website? Note: Ensure anti-virus software is
activated before going to such sites.
Increasingly, consumers are interacting with virtual reality sites such as SIMS and Second
Life. As more and more consumers visit these sites marketers have found ways to use these
sites to build or support brands.
Suggestion: Visit the Griffith University site within secondlife.com and investigate what other
universities have entered this virtual world. University classes are being conducted
throughout the world within Second Life and there is a commercial world as well. Have the
class discuss implications of virtual branding.
ASK: What is the benefit of marketing in virtual worlds?
Virtual reality worlds allow firms to interact with consumers in new ways. This allows
consumers to see brands outside of their usual places. This presentation shows a variety of
brands and how they appear in Second Life:
http://www.youtube.com/watch?v=tEGHJuCbGdo&feature=related

Discussion Starter 3:
ASK: How do marketers build and sustain a brand?
Refer to Figure 7.2 and discuss the steps associated with the continuous process of brand
evaluation.
Discussion Starter 4:
ASK: How does branding fit as part of the marketing mix?
Branding is a powerful tool that is a fundamental element of the expanded marketing mix.
The brand is like the face of a product that holds a certain personality and positioning within
the marketplace and this is what consumers come to know and trust. Hence branding is a
fundamental element in the expanded marketing mix.
CLASS EXERCISES
Class Exercise 1: Brand equity
In this chapter you were introduced to the concept of brand equity. In this exercise you will
explore what contributes to, and devalues, brand equity.
Step One: Choose five brands (include one undesirable brand) that all members of your
group are familiar with.
Step Two: List all positive brand associations that group members have with each brand.
Now list all negative associations that group members have with each brand.
Step Three: Rank the chosen brands in order from most preferable to least preferable. How
often do members of the group consume the most preferable brand? Do any members of
the group consider themselves brand loyal consumers? If so, why? What benefit do they
receive from the brand?
Step Four: Does any member of the group possess negative feelings for any of the named
brands? What is this negative evaluation based on? How does this negativity influence
purchase and use decisions? What, if anything, could the brand do to overcome this
negativity?
Suggestion: Have the students work in groups to complete this task. Necessarily there will be
negotiation within the group to decide on the chosen brands. Once each group has chosen
their five brands and to begin therefore, instructors can ask the groups to now observe the
group’s criteria to identify chosen brands. This is then extended in Step 3 when students are
asked to rank the brands in terms of preference. Ask the groups to identify the criteria used
to rank their preferences.
Step 1.
Australia Zoo
Jimmy Choo
YouTube
Golden Circle
Winfield Blue

Step 2
Australia Zoo Jimmy Choo YouTube Golden Circle Winfield Blue
+ve -ve +ve -ve +ve -ve +ve -ve +ve -ve
Steve Steve Iconic Expensive Open source Uncensored Iconic Owned by Iconic Nicotine is
Irwin the Irwin now luxury option network Australian Heinz Australian addictive
legend passed on and brand brand
fabulous
shoes
Wildern Capital Available Lack of Consumer Not all Efficient Processed Consumer is If product
ess focus online customer participation consumer mass and indicative of used as
Warriors service generates participation production canned the directed, it
orientation the brand is positive process food is not Australian will KILL
culture and nor ethical the male
success healthiest machismo
option
Sunshine Location Men’s Positioned Global Cross Highly Aluminium Traditionally, Gillard
Coast somewhat and as female brand cultural visible link to highly visible government
location isolated women’s brand sensitivities packaging dementia packaging introduced
lines may be plain
violated packaging
regulations
Step 3
Students are asked to rank their brands in terms of preference. Either before or after ask the
groups to identify criteria used to rank preferred brands.
Step 4.
Again ask the students to observe their process of arriving at a negotiated outcome. Look at
the group decision-making process and consider the role adopted by each participant. Any
dominant or passive members? How does the group arrive at a decision? Are there
alternative ways of negotiation and/or arriving at a consensus?
Class Exercise 2: How do consumers become producers of the brand? Use an
applied example.
The emergence of social media has amplified the role of consumers as producers in the
generation of brands and brand culture. Brands such as Twitter and Facebook are
constructed via consumer participation, and without this high level of participation the
brand does not exist. Similarly, brands such as eBay and YouTube are produced via consumer
participation. The high level of consumer participation simply makes the brand successful.
More than that, offline brands are produced by consumers through the act of consumption.
When consumers buy a pair of Jimmy Choo shoes, for example, the consumer proudly walks
out of the boutique carrying a large chic carry bag with ‘Jimmy Choo’ in highly visible print.
Carrying this shopping bag down the street announces that this consumer has just
purchased a very expensive luxury pair of designer shoes. Every aspect of this consumer
announces a chic style and demonstrates who the consumer is that chooses the Jimmy Choo
brand and, in this way, the consumer produces the brand. Similarly, a skater boy heading off
to the skate park must necessarily announce his brand alliances via the Vans cap strategically
worn backwards on his head, with matching Vans skater shoes. Everything about this boy
demonstrates and effectively produces the Vans brand. While this is an exciting and

powerful realisation for consumers, for organisations this means releasing control of
constructing the brand which to some organisations may seem a high risk strategy but one
that also might deliver much reward.
Class Exercise 3: Daily grooming
Have the students work individually and write a paragraph or two about their daily grooming
routine and the brands that feature in that daily ritual.
Then group the students and have them compare the brands within the group that each
individual consumes on a daily basis. Ask the students to discuss what each of these brands
mean to them.
Sample daily grooming brands include:
– Colgate Total toothpaste
– Listerine mouthwash
– Garnier shampoo and conditioner
– Nivea face wash and moisturiser
– Gillette razor and shave cream
– Bonds underwear
– Panasonic plasma TV
– Ch9 Today Show
– Breville toaster
– Kellogg’s cereal
– Devondale milk
– Courier Mail newspaper.
Class Exercise 4: Conduct a quick brand audit. Choose one of your favourite brands
and the positioning of that brand. Then identify how that positioning is achieved.
For example, favourite brand = Harley-Davidson motorcycles.
The Harley-Davidson brand is positioned as an iconic American brand and legendary
brand of heavyweight motorcycles. This positioning is achieved with the extended
marketing mix as follows:
The product – The bike as a primary artefact (evidence) is a powerful machine (twin cam
engine), unique engine rumble and nostalgic design. The bike on the road demonstrates
a presence, especially in large groups. Part of the product is the HOGs (Harley Owners
Group) culture (refer end-of-chapter case). Product lines within the range are regularly
discontinued to ensure the value of the bikes are upheld. For example, The Dyna Sports
model is no longer available and therefore those in circulation are now a sought -after
and valuable model.
Promotion – Every bike on the road is a promotional vehicle for Harley-Davidson. Every
promotional message reinforces the mystical and adventurous journey of riding a Harley.
Online and offline promotional efforts are consistent. Take a look at the HD witty

billboards on your local highway (or search the Internet). For example, one HD ad
headline reads: ‘May wind be the only product in your hair’.
Price – Harley-Davidson is an expensive option which reinforces the premium positioning
of the bike and brand. The price of acquiring a Harley-Davidson bike also incurred by the
consumer is the price of the accessories such as safety gear and the price of the lifestyle,
including time commitment required.
Place – Harley-Davidson is an iconic American brand that has achieved global status via
the HOG movement.
People – Harley-Davidson has successfully shifted from a fringe outlaw product to
mainstream consumption. The people that consume Harley-Davidson are everyday
mums and dads, truck drivers, taxi drivers, nurses, accountants, local business owners
and even members of the police force and lawyers.
Process – Part of the deal when you buy a new Harley-Davidson is that consumers
receive one-year free membership to the HOGs. HOGs membership opens a lifestyle and
access to people of a similar mindset.
Physical evidence – Harley-Davidson offers a range of black leather accessories, HD
jewellery and after-market bike customisations.
CHAPTER QUIZ
1. The Nike swoosh that is prominent on all of the firm’s packaging, products,
and advertising is a
a. trade character
b. brand
c. trade name
d. brand mark
e. brand design
2. Brand recognition is:

a. when the customer prefers one brand over another
b. when the customer strongly prefers a specific brand without substitutes
c. when the customer is aware that the brand exists
d. when the customer accepts the brand as an alternative
e. c and d
3. Which of the following products can be considered brand extensions?

a. Honda motorcycles
b. Honda jet engines
c. Honda lawn mowers
d. Honda Accord
e. a, b and c

4. What are the three elements of brand vision?

a. a strategic future ; the purpose of the brand; brand values
b. The brandsphere; brand values; brand elements
c. brand purpose; brand objectives; organisational culture
d. brand objectives; brand essence; consumer purpose.
Answers are: 1. d; 2. e; 3. e; 4. a
ANSWERS TO ISSUES FOR DISCUSSION AND REVIEW

1. Explain the strategic power of branding across the extended marketing mix.
Brands and branding are an essential part of effective marketing. People don’t buy
products they buy brands and therefore astute managers and marketers need to
create, build and sustain strong brands. By understanding the operating environment
and translating that into an effective market position, the brand is a powerful tool by
which to demonstrate and encapsulate that position.
2. What is the value of branding in relation to differentiation? Explain the cultural
dimension of a brand.
Brands are an identifier and a symbolic differentiation mechanism for both marketers
and consumers. For sellers, brands identify products, which facilitates repeat purchases
by consumers. For buyers, brands help them identify specific products that they like
and do not like, which in turn facilitates the purchase of items that satisfy individual
needs. A brand also helps a buyer evaluate the quality of products, especially when the
person lacks the ability to judge a product’s characteristics. To the extent that buyers
become loyal to a specific brand, the firm’s market share for that product achieves a
certain level of stability. A stable market share places a firm in a position to use its
resources more efficiently. When a firm develops some degree of customer loyalty for
a brand, it can charge a premium price for the product. Branding helps an organisation
introduce a new product that carries the name of one or more of its existing products.
Branding facilitates promotional efforts because each branded product indirectly
promotes all the firm’s other products that are similarly branded.
3. What is brand equity? Identify and explain the major elements of brand equity.
Brand equity is the marketing and financial value associated with a brand’s strength in
the market. Four major elements underlie brand equity: brand name awareness, brand
loyalty, perceived brand quality, and brand associations. Being aware of a brand leads
to brand familiarity, resulting in increased levels of comfortableness with the brand.
Customers are more likely to choose familiar brands over unfamiliar ones. Brand
loyalty allows an organisation to keep its existing customers, and loyal customers
reassure potential new ones. Customers associate a certain level of perceived overall
quality with a brand. A brand name can even substitute for actual judgement of quality
when customers are themselves unable to make quality judgements about products
and rely on the brand as an indicator of quality. The final component of brand equity is
the set of associations linked to a brand. Positive associations contribute significantly
to a brand’s equity.
4. What are the three major degrees of brand loyalty?
Brand loyalty is the customer’s favourable attitude toward a specific brand. The three
levels of brand loyalty are brand recognition, brand preference and brand insistence.
Brand recognition, the mildest form of brand loyalty, exists when a customer is aware

that the brand exists and views it as an alternative to purchase. Brand preference, a
stronger degree of brand loyalty, exists when a customer definitely prefers one brand
over competitive offerings; however, if the brand is not available, the customer will
accept a substitute. Brand insistence, the strongest degree of brand loyalty, exists
when a customer not only strongly prefers a specific brand, but will not accept a
substitute.
5. Compare and contrast manufacturer brands and generic brands.
Manufacturer brands are initiated by producers and ensure that producers are
identified with their products at the point of sale. These brands usually require a
producer to become involved in distribution, promotion and, to some extent, pricing
decisions. Manufacturer brands include Golden Circle, Apple Computer, and Levi’s
jeans. A home brand, also known as a generic brand, indicates only the category of the
product (such as aluminium foil, tissue, or peanut butter) and does not include the
company name or manufacturer. Home brands are usually sold at lower prices than are
comparable brand names.
6. Identify the factors a marketer should consider when selecting a brand name.
When selecting a brand, marketers must consider a number of factors. The brand
name should be easy to say, spell, and remember. To avoid consumer confusion,
brands should be compatible with those of other products in the product line.
Choosing a name that suggests the product’s uses and special characteristics as well as
indicating the product’s major benefits is important. Marketers try to select a brand
that is distinctive enough to set it apart from competitors but avoids negative or
offensive implications. Finally, marketers strive to choose a brand that can be used and
recognised in all types of media. Because service brands are usually the same as the
company name, service marketers do not always have the flexibility to choose a brand
that meets all of the above criteria.
7. What is brand vision? What are the three key elements of brand vision?
Brand vision is about identifying a strategic future for the brand.
The three elements of the brand vision are:
• a strategic future for the brand
o here the brand is deliberately making a statement about
positioning in the marketplace and specific points differentiation
• the purpose of the brand
o the purpose of the brand takes a broad perspective and is
beyond profit alone
• the brand values
o need to reflect organisational values
SUGGESTED ANSWERS TO MARKETING APPLICATIONS

1. Identify two brands for which you are brand loyal. What keeps you loyal to this
brand? How did you begin using these brands? Why do you no longer use other
brands?
Helga’s bread is a brand that may have initially attracted consumers’ attention with a
market entry sales promotion offering the opportunity to win a holiday. From there,

interest in the brand may have been encouraged with intermittent price promotions
that enable the consumer to buy a quality brand of bread at a competitive price.
Loyalty develops over time, facilitated via the consumption of a quality product. There
comes a time when the consumer is not willing to consume any other brand of bread.
Sofitel is a global chain of hotels. In being available throughout the world and offering a
consistent product regardless of the city or country, the brand becomes a trusted
element in the world of the business traveller. Staying at any other brand of hotel
entails risk that the time-poor business traveller chooses against.
2. Mercedes Benz introduced the sub-compact and fuel efficient A-class series. Invent a
brand name for a line of luxury sports cars that would also appeal to an international
market. Suggest a name that implies quality, luxury and value.
In naming a luxury sports car, the marketer must consider the competition. Current
luxury sports cars include Lamborghini, Maserati and Ferrari. High-performance sports
cars might also include Honda and Lotus, whereas luxury cars might also include
Bentley and Aston Martin. Coupe or Spider are standard sports car brand suffixes.
Therefore, selecting a brand name for a luxury sports car means finding a niche within
these clusters of positioning that infers quality, luxury and value. Notably many luxury
car brands begin with A, such as Acura, Alfa Romeo, Audi, Alpina, Aston Martin, Ascari
and Avanti. Following this lead, the selected name could be Amenity. Releasing the
high performance Amenity Spyder means a two-door luxury sports car.
3. For each of the following product categories, choose an existing brand. Then, for each
selected brand, suggest a co-brand and explain why the co-brand would be effective.
a. Ice-cream
An existing brand in the product category of biscuits is Peter’s ice cream. The suggested
co-brand is Anzac biscuits. Co-branding is very much the trend in the ice-cream
confectionary product category. This suggestion puts a popular ice cream brand with a
popular biscuit brand. As well, the RSL could co-brand with this effort. As a
promotional platform, Peters could launch this co-branding effort with
ANZAC Biscuits on ANZAC Day.
b. Pizza
An existing brand in the product category of pizza is Eagle Boys Pizza. Given the primary
target market for Eagle Boys Pizza might be the 19–25 year market. Within this market,
beer and cola might also be high consumption items as might telecommunications, for
example, texting. Co-branding with any alcohol brand might not be considered
appropriate given underage consumption might be inadvertently encouraged. Co-
branding with Coke might overshadow the Eagle Boys brand. Hence co-branding with a
telecommunications brand by offering free sim cards or a phone card from Vodafone,
for example, would be appropriate. Currently as a cause related marketing effort, Eagle
Boys Pizza (https://www.eagleboys.com.au/) is co-branding with the Cerebral Palsy
Alliance.
c. Telecommunications
An existing brand within the telecommunications product category is Telstra. Telstra is
a large Australian organisation that began life as a government-owned monopoly. In
1997, the telecommunications industry was deregulated and now there are hundreds
of brands offering telecommunication services. Moving from operating as a monopoly
to a fiercely competitive market has meant Telstra has had to change from being highly
bureaucratic to a market orientation where customer service is the priority. However,
Telstra continues to struggle in this regard. Therefore co-branding with a brand that

demonstrates a high level of market and customer orientation would be an astute

choice. For example, co-branding with various music festival and/or sporting events
where the consumers experience the brand is what Telstra should look for. The 2018
Commonwealth Games to be held on the Gold Coast is a primary example.
d. Soft drink
Solo’s lemon is an existing brand within the soft drink product category. While Coca-
Cola might be the brand that is top of mind, Solo has to compete with that. Hence co-
branding with events that are top of mind with the primary target would be a wise
choice. Solo is currently positioning as the macho man drink and therefore sponsoring
various Ironman/woman or surfing events would suit where Solo is co-branded with
the event.
ONLINE EXERCISE
4. The evolution of technology is changing the way we consume and the way marketing is
conducted. A daily routine for many consumers online today is a visit to Facebook and
Twitter. The implication for marketers is the need to join this online conversation. The
following questions address the consumer perspective and the business perspective.
a. For consumers, what do brands such as Facebook and Twitter mean to people?
How have these brands become part of our daily routine? How do consumers
access these brands as part of their daily routine?
Begin this exercise by asking students what does Facebook and Twitter mean to
them and ask whether or not visiting these sites are part of their daily routine.
Continue the discussion by asking why or why not. Seek to probe.
b. For businesses, how might brands such as Facebook and Twitter become part of
the organisational mode of operation? How have these brands become part of
the business and marketing world? What do marketers need to monitor in terms
of online consumer action and behaviour? Explain how this behaviour can be
monitored.
Given that consumers are incorporating Facebook and other social media sites such
as Twitter as part of their daily online routine, organisations too must seek to
incorporate this online routine as part of their normal mode of operating. Engaging
with consumers in this virtual world enables the organisation a perspective on the
conversations and interactions and transactions that take place within and
between consumers and other organisations. This is a window on the consumers’
world that has not been available prior and therefore must not be dismissed but
action taken immediately and comprehensively on a daily basis.

ANSWERS TO DEVELOPING YOUR MARKETING PLAN

1 Who are your customers and what brand characteristics make them brand
loyal?
Demonstrate that the brand encourages brand loyalty through promotional
efforts.
Students need to make the connection between customer needs and what the brand
delivers. To strengthen this connection and the students’ understanding of this connection
have the students articulate the consumer in terms of what they value e.g. individualistic
values as opposed to collectivist values. From there have them articulate how the brand
holds these values and how this is demonstrated in promotion of the brand.
In terms of brand loyalty, the students need to consider the three aspects of brand loyalty:
brand recognition, brand preference, brand insistence. How do the targeted customers view
these aspects of brand loyalty? What are the brand characteristics that make this product
highly recognisable to this group of customers? What are their brand preferences and how
does this brand deliver on those preferences? What are the specific brands this group of
customers insists upon and is this brand included or not?
In considering who the customer is, what are their values and what brand characteristics
encourage brand loyalty, the students will begin to realise what elements and messages
need to be highlighted in the promotional efforts.
2 What is the perceived brand quality? Communicate with consumers in a manner

that aligns with the perceived brand quality.
Have the students conduct a perceptual map that plots where a brand is on a horizontal axis
of quality (from low to high) and a vertical axis of another criteria such as price. This
perceptual mapping will enable the students to see where this brand sits in terms of
perceived brand quality. If the perceived brand quality is not where the brand should ideally
be, then some work needs to be done to shift the consumer perception of the brand.
3 How do stakeholders (other than customers) develop opinions about your

brand?
Communicate with stakeholders in a manner that suits their interaction habits.
In the first place, identify and describe who the relevant stakeholders are and what their
needs are. Then articulate these identified stakeholder needs in terms of what the brand
offers and how the brand meets these identified stakeholder needs. From there, consider
what are the reading habits and online interests of stakeholders? By understanding what
stakeholders are looking for and where they get their information from, students can
demonstrate how the brand can communicate effectively with stakeholders.

4 Check all elements of the extended marketing mix are reinforcing a consistent
message.
Does all brand communication reinforce the brand’s core values?
What is the essence of your brand and what is the central message of your brand. This
central message must be consistent in every marketing message and communication the
brand is associated with. In other words, every promotional message needs to consistently
reinforce the positioning and values of the brand.
5 What role do people and technology play in communicating your branded offer?
Do the people and technology involved support the brand’s core values?
People who consume the brand demonstrate how the brand is part of their life. People who
work for the brand perform what that brand is both formally while in uniform as well as
informally in their everyday lives. Employers can even monitor via social media sites the off-
duty antics of their employees and decide if this behaviour is in line with what the brand
represents or not. Technology also enables these roles and brand meaning to be
communicated between consumer-to-consumer as well as consumer-to-
employee/organisation.
6 What mechanisms are in place to reinforce the brand’s value after the
exchange?
What mechanisms need to be put in place to reinforce the brand’s values after an initial
exchange?
Keeping in touch with customers beyond the initial exchange is a significant part of the
consumption process and aides to ensure the customer has a favourable experience. By
explaining what and how the organisation will continue to communicate with customers,
students are detailing intended after-sales service.
WRITTEN CASE STUDY

Branding strategy within an unbranded market: A case of the Australian tobacco
industry
Tobacco control has long been on the Australian Government’s legislation agenda. In an
attempt to curb rising tobacco consumption, and the associated detrimental health
effects, the avenues available for advertising, marketing and distributing tobacco
products have been increasingly controlled. Tobacco companies have had to compete
with the introduction of restrictions, such as an Australia-wide ban on all formats of
tobacco advertising, as well as a ban on the retail display of tobacco products. In 2006,
legislation enforced cigarette packets to feature large Government health warnings on
the packaging, whereby 30 per cent of the front of the packet, and 90 per cent of the
back of the packet is now taken up by a selection of health warnings and images. Since
December 2012, the Tobacco Plain Packaging Act states that it is mandatory for all
cigarette packaging to be a uniform brownish-green colour, also known as Pantone
448C, and with no distinguishing features between different brands, such as symbols,

logos, colours or fonts. Legislation has now effectively removed all marketing and
branding devices available to tobacco companies.
The implementation of these extreme measures illustrates the understood power of

branding. Prior to packaging and branding control, marketing and branding efforts
allured consumers to one brand over another. Cigarette brand Benson & Hedges’ gold
packaging, sponsorship of major sporting events and premium price imparted notions of
luxury, status and quality. Vogue cigarettes targeted women through distinctive
decorative and slim-line packaging, symbolising elegance, class and refinement.
Marlboro, once recognised for the product’s red and white box and distinct type face,
deliberately enhanced their branding with the distinct personality of the Marlboro Man
as a symbol of independence, masculinity and success. Research suggests that without
exposure to these brand associations and images, and through the implementation of
plain packaging laws, smoking adoption will decrease and quitting smoking will be
encouraged. One study concluded that by removing brand elements such as colour,
branded fonts and imagery, positive cigarette brand associations were reduced among
adolescents. A similar study on plain packaging concluded that cigarette packs with
fewer branding design elements were perceived as increasingly unfavourable in terms of
the inferred experience of smoking in comparison to smoking from full-branded packs.26
However, with the implementation of plain packaging, where does that leave tobacco
manufacturers in differentiating their brand from competing brands in an otherwise
unbranded market?
Strategies adopted by major cigarette companies include reconsidering the product

name, investing in product innovation, altering the packaging content and focusing
marketing efforts toward retailers. These strategies are adopted with the goal of
maintaining strong brand presence, brand differentiation, and fostering brand loyalty.
Brands such as Peter Jackson have changed the name of their various cigarette blends to
reduce any potential consumer confusion with the introduction of plain packaging laws.
What were once labelled as ‘Peter Jackson Rich’, which came in a gold-coloured pack,
are now known as ‘Peter Jackson Rich Gold’, in their new Pantone 448C packaging.
Incorporating the brand’s previous packaging characteristics into the brand name helps
consumers to identify the brand despite the uniform packaging. Cigarette manufacturers
are also competing in terms of product innovation. For example, new cigarette blends
have been introduced that allow users to change the flavour from normal to menthol by
simply pressing on the filter. Winfield have introduced the Optimum Crush, Peter
Jackson have released a new hybrid range, and Dunhill have released the Dunhill Switch.
Another effort in retaining brand loyalty, as well as encouraging brand switching
behaviour, is by altering the packaging content.
Cigarette packets traditionally contained 20, 25 or 30 cigarettes. Now consumers are

being offered a little extra, for example Peter Stuyvesant’s 20 pack is now rebranded as
a 20 pack with one ‘Loosie’. Similarly, John Player Special is now a 26 -pack, rather than a
traditional 25-pack, imparting the notion that consumers are getting an extra cigarette
for free. This repackaging of unbranded goods is designed to stimulate positive brand
associations, and increased brand loyalty. Furthermore, tobacco companies are focusing
their efforts in increasing brand awareness toward retailers, investing time in brand
education, as well as offering sales incentives. Effectively, the tobacco companies are
shifting from a consumer focus, to an intermediary focus, given the recognition that
retailers are a powerful marketing device.

Lorien Latimer
Questions for discussion
1 Consider and discuss the ethics of companies advertising a product which is

potentially harmful. How does this situation apply to the fast emerging (and largely
unregulated) product category of e-cigarettes?
There are various perspectives to take into consideration with regards to the
relationship between ethics and tobacco advertising. One argument may be that
advertising, and consequently the encouragement to purchase a proven potentially
harmful product, is an unethical practice. With knowledge of the adverse health effects
of smoking, tobacco companies are not acting ethically if they continue to market the
product to consumers.
An alternative perspective relates to consumer choice. Providing consumers are

educated about the effects of product consumption, they should have the freedom to be
informed of product choices through advertising. Consumers should have the power to
decide what they will and will not consume. This debate is further complicated by the
addictive nature of the product. With addictive characteristics, the notion of choosing to
smoke a particular brand can convert to a need, in order to fulfill an addiction.
With regards to the rapid growth of the e-cigarette market, the ethics behind marketing
efforts closely ties to how the e-cigarette product is positioned within the marketplace.
With research regarding the effects of e-cigarettes on the health a largely unexplored
field in comparison to that of tobacco smoking, regulatory bodies are still determining
the best approach to take.
At the time of writing, e-cigarettes containing liquid nicotine can only be purchased over
the internet, and cannot be sold over the counter in Australia. Only e-cigarettes that
contain no nicotine component may be retailed in Australia. E-cigarette branding and
advertising efforts are argued by e-cig manufacturers (which are typically tobacco
companies) as not unethical, as the product is a valuable and effective tool for
consumers trying to quit smoking. On the other hand, e-cigarettes look, taste, and feel
the same as cigarettes, therefore they promote the action of smoking which may be
viewed as unethical. If regulatory bodies were to allow e-cigarette branding, this may
underlie anti-smoking campaign efforts, and communicate that smoking is ok.
2 Should governments have the power to control a private company’s branding

efforts?
The government has a responsibility to put in place rules and regulations that reflect
what is in the best interests of the people whom they govern. In the discussion of
cigarette consumption, government may argue that they have a social responsibility to
protect the general public from the products harmful effects on the health. This is put
into action by strategies in reducing cigarette smoking adoption through anti-branding
efforts, as well as reducing second hand smoking by regulating where product
consumption can take place. The degree of control a government should have over a
private company branding efforts is highly debatable, and needs to take into
consideration economic, cultural and social implications.

3 Apart from diversifying into the e-cigarettes market, describe another strategy
cigarette manufacturers could implement in order to increase brand loyalty?
Avenues for visual cigarette brand differentiation have been tightly restricted. Tobacco
companies are being forced to turn to alternative product attributes in an attempt to
differentiate their brand from a competing brand. One possible approach may be a
pricing strategy. The tobacco products price can act as an intangible clue as to the
brands perceived characteristics. Positioning your brand as low price may foster notions
of value, and in turn lead to brand switching behaviors'. Alternatively, a premium price
strategy may indicate brand characteristics such as class and quality.
4 Comment on the power of branding and if legislating against branding is an effective

government policy, or not.
By removing the power and influence of branding in tobacco products, government

controls have also removed a spectrum of brand associations, which play an integral role
in products consumption. This act may have reduced the positive experiential aspects of
smoking. Interestingly, by removing branding, an opportunity for consumer lead
branding has emerged. Cigarette smokers purchase tins, stickers which can be placed on
the existing packaging, and rolling tobacco pouches in an array of colours, patterns and
designs as a means of covering up the legislative health warnings and images. This
growing practice is a shift, whereby consumers are acting as the producers of branding
efforts.
VIDEO CASE
New Belgium Brews up strong Brand Equity
Summary
New Belgium Brewing Company started on a bike trip through Belgium and has become
one of the most successful craft breweries in the United States. New Belgium has built
its remarkable success on great products, a fun brand image, and a strong commitment
to sustainability and quality. This case should help students recognise that even
relatively small businesses can build strong brands by staying focused on the firm’s
values and philosophies.
Questions for Discussion

1. What has New Belgium Brewing done to increase brand recognition and brand
preference?
New Belgium Brewing has used a variety of methods to increase brand recognition and
preference. For example, its specially-designed watercolour labels and packaging
showcase the brand with a touch of nostalgia and instant recognition. Its sponsorships
and philanthropy also increase brand recognition and, through association with causes,
help to build brand preference on the basis of a company that cares about people and
the planet. In addition, New Belgium Brewing’s advertising and social media activities
communicate the brand and what it stands for.

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‘I should be afraid of seeing Maggie Stiven’s ghost.’
‘And what if you did? A ghost couldn’t do you any harm.’
‘Perhaps not, but I’d rather not see one.’
‘Nor are you likely to, except as a product of your own heated
imagination. However, to cut the matter short, you’ll stay, won’t you?
You’ve got your pipe and tobacco, and I’ve no doubt the cook will be
able to provide us with some creature comforts. We’ll have another
log put on the fire, and make ourselves comfortable; and, if you like,
I’ll give you a hand at cribbage.’
The skipper yielded, and the matter was settled.
‘Before we settle down, I want you to entertain Chunda here for half
an hour during my absence,’ continued Brodie.
‘You are not going out, are you?’ asked Jarvis quickly, and with some
nervousness displaying itself in his manner, indicating evidently that
he did not wish to be left alone.
‘Well, no, not out of the house. But you understand, Captain Jarvis, I
am doing my best to unravel this mystery; you must let me act in my
own way, and take such steps as I think are necessary to the end I
have in view. You can aid me, and I want you to aid me; but you can
best do that by refraining from questioning, and in doing exactly as I
request you to do.’
‘All right,’ said Jarvis. ‘I’ve nothing more to say. You must sail your
own ship, whether you come to grief or whether you don’t.’
‘Precisely. Now, I’ll send one of the servants up for Chunda, and
you’ll keep him engaged in talk for half an hour, or until I come back
into the room. Don’t talk about the crime, and don’t say a word that
would lead him to think I suspect him. Do you understand me?’
‘Yes, of course I do.’
‘And will carry out my wishes? It is most important that you should.’
‘To the letter.’
The business being thus arranged, Brodie left the room, and ten
minutes later Chunda entered it. Brodie was absent nearly three-
quarters of an hour before he returned. There was a look of peculiar
satisfaction on his face. Chunda was dismissed; and the two men,
having, through the cook, secured something in the way of eatables
and drinkables, satisfied their wants in that respect, and then
engaged in cribbage, and continued their game until a late hour.
At last Jarvis retired. It was arranged he was to sleep in Balfour’s
bedroom, but Brodie said he would stow himself on a couch in the
dining-room, which was warm and comfortable.
He dozed for three or four hours, and exactly at five rose, and made
his way to the stable-yard, where, according to prearrangement, the
groom was ready with a horse and trap, and Brodie drove rapidly
into Edinburgh. He was back again soon after eight, with two
constables in plain clothes, who were for the time confined to the
kitchen, until their services might be required.
Jarvis did not rise until after nine. He was a good and sound sleeper,
and neither ghosts nor anything else had disturbed him. He was kept
in ignorance of Brodie’s journey into Edinburgh.
A few minutes before ten Chunda made his appearance. He was
ready to start, and he enlisted the aid of the other servants to bring
his luggage down into the hall. Again Brodie requested the skipper to
detain the native in conversation, while he himself went upstairs to
Chunda’s room, where he shut himself in and locked the door. Then
he began to tap with his knuckles the wainscoted walls, going from
panel to panel.
When he reached the deep recess near the fireplace, already
described, he started, as his taps produced a hollow sound. He
tapped again and again, putting his ear to the woodwork. There was
no mistake about it. The wall there was hollow. He tried to move the
hollow panel, but only after many trials and much examination did he
succeed. The panel slid on one side, revealing a dark abyss, from
which came a strange, cold, earthy, clammy smell.
He closed the panel, went downstairs, and told the constables the
time for action had come. They filed into the dining-room, and Jarvis
was asked to tell Chunda that he would be arrested on a charge of
having murdered Raymond Balfour and Maggie Stiven.
If it is possible for a black person to turn pale, then Chunda did so.
Any way, the announcement was like an electric shock to him. He
staggered; then clapped his hands to his face, and moaned and
whined.
Brodie went upstairs once more—this time in company with one of
the constables. They were provided with lanterns, and when the
panel in Chunda’s room was opened again, the light revealed a
narrow flight of stone steps descending between the walls; and at
the bottom of the steps lay something huddled up. It was
unmistakably a human body, the body of Raymond Balfour.
Chunda was at once conveyed to Edinburgh, and other men were
sent out from the town to the house. Then the decomposed body
was got up. It was Balfour, sure enough. He had been stabbed in the
chest, and the heart had been pierced through.
At the bottom of the stone steps there was also found the other
portion of the long stiletto.
All this, however, was not proof that Chunda had done the deed. But
there was something else that was.
The dead man’s right hand was tightly clenched, and when it was
opened by the doctor who was called in to examine the remains, a
piece of cloth was released from the death grip. It was a piece of
Indian cloth, interwoven with gold threads, and identical with the
scrap that Brodie had found in the ashes.
The dead hand afforded the necessary clue; it forged the last link.
The dead hand smote the destroyer. It proved beyond doubt that
Chunda was the murderer. He had by some means discovered the
secret panel. He had inveigled Balfour into the room. There he had
stabbed him. In his dying agony the wretched man had clutched at
his murderer, and had torn out a piece of the gold-threaded jacket he
was wearing. That jacket must have been deeply stained with blood,
and Chunda had cast it upon the fire. But murder will out, and the
unconsumed fragment gave the sharp-eyed Brodie the first clue.
The dead hand itself of the murdered man afforded the last.
Chunda was the murderer, or, rather, the murderess; for Chunda was
a woman. Brodie had begun to suspect this from a peculiarity of
voice, from the formation of her neck and shoulders, and from other
signs, and his suspicions were confirmed when he resorted to the
ball test.
When the balls were thrown, Chunda did not, as a man would have
done, close his knees, but spread them open. A woman invariably
does this when she is in a sitting posture and anything is thrown at
her lap.
Chunda subsequently proved to be a woman, sure enough, and the
murder was the result—as Brodie had also correctly divined—of
jealousy.
The wretched creature succeeded in strangling herself before she
was brought to trial, and she left behind her a paper written in
excellent English, in which she confessed the crime. She declared
that she was the wife of Balfour, who had espoused her in India. She
represented a very old and high-caste family. Her father was a
Rajah, and Balfour had been in his employ. He succeeded in winning
her affections, and when he returned to his own country she
determined to accompany him. He treated her very badly, and twice
he attempted to poison her. His flirtation with Maggie Stiven excited
her to madness, but it was, nevertheless, a very cunning madness.
She had previously discovered by chance the sliding panel and the
secret stairs.
On New Year’s Eve she opened the panel, went to the top of the
stairs, and uttered that eerie screech or scream that had so alarmed
the company. She felt sure it would bring her husband to her. She
told him that she had received a horrible fright in her room; that part
of the wall had opened, revealing a dark abyss, from which strange
noises issued. As soon as he was in the room she stabbed him with
a long Indian stiletto. It then suddenly struck her that, when he didn’t
return, it was very likely Maggie Stiven would go in search of him. So
she hurried down the stairs and hid underneath them, and as soon
as Maggie appeared she sprang upon her and stabbed her with such
fury that the blade of the dagger broke.
Although her husband had treated her so badly, she had yielded to
his earnest entreaties to conceal her identity and continue to pass as
a man. She spoke and wrote English fluently, although he had made
her promise not to let this fact be known.
Such was the story she told, and there was no doubt it was
substantially correct. She considered that she had managed the
crime so well that suspicion would never rest upon her, and, having
carried out her deed of awful vengeance, she would be able to return
to her own sun-scorched land.
That she would have succeeded in this was likely enough had Peter
Brodie not been brought upon the scene. He had worked out the
problem line by line, and at last, when it struck him that if Balfour
was murdered he must have been murdered in Chunda’s room, he
proceeded to examine the floor carefully on the night when he asked
Jarvis to keep Chunda in conversation for half an hour. That
examination revealed unmistakable traces of blood on the boards.
Then it occurred to him that, as the house was an old one, it was
more than likely there was some secret closet or recess in which the
body had been hidden.
Chunda had evidently been well educated. In a postscript to her
confession she said that, out of the great love she bore the man who
had so cruelly deceived her, she had, at his suggestion, consented
to pass herself off as his servant. He had assured her that it would
only be for a short time, and that when he had his affairs settled, and
sold his property, he would go back with her to India, and they would
live in regal splendour to the end of their days.
That she loved him was pretty certain. That he shamefully deceived
her was no less certain; and that love of hers, and that deception,
afforded some palliation for her bloodthirsty deed of vengeance.
For some time after the double crime Corbie Hall remained desolate
and lonely. It was now looked upon as a doubly-accursed place, and
nobody could be found who would take it, so at last it was razed to
the ground, and is known no more.
In pulling it down it was discovered that in Balfour’s room was a
secret panel corresponding to the one in the next room, and that the
stone stairs had at one time led to a subterraneous passage, which
had an opening somewhere in Blackford Glen. It had no doubt
originally been constructed to afford the inmates of the house means
of escape in the stormy times when the building was first reared.
THE END.
BILLING AND SONS, PRINTERS, GUILDFORD.

FOOTNOTES:
[A] This name is a fictitious one, for obvious reasons, but the
incidents related in the story are well authenticated.
[B] This was quite true. The contingency of war was even less
remote than the Prince’s words suggested. As a matter of fact, it
is now well known that the treaty had been formed between
Russia and another country against Turkey, and had Turkey
become aware of it, there is little doubt she would have flown at
Russia’s throat, with results less disastrous to herself than those
which befell her at a later period, when the legions of Russia
crossed the Pruth, and commenced that sanguinary struggle
which entailed such enormous loss of life, the expenditure of
thousands of millions of money, and human agony and suffering
beyond the power of words to describe.
TRANSCRIBER’S NOTES:
Obvious typographical errors have been corrected.
Inconsistencies in hyphenation have been
standardized.
Archaic or variant spelling has been retained.
*** END OF THE PROJECT GUTENBERG EBOOK THE
CHRONICLES OF MICHAEL DANEVITCH OF THE RUSSIAN
SECRET SERVICE ***
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PURPOSE AND PERSPECTIVE

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2. The elements of brand equity include proprietary brand assets, such as

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d) A brand should be designed so that it can be used and recognised

2. Co-branding capitalises on the trust and confidence customers have in the

IIV. BUILDING AND SUSTAINING BRANDS

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V. Connecting the Marketing Mix and Brands

D. Branding and Products

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Discussion Starter 2: Virtual Branding

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2. Brand recognition is:

3. Which of the following products can be considered brand extensions?

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4. What are the three elements of brand vision?

ANSWERS TO ISSUES FOR DISCUSSION AND REVIEW

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SUGGESTED ANSWERS TO MARKETING APPLICATIONS

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demonstrates a high level of market and customer orientation would be an astute

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ANSWERS TO DEVELOPING YOUR MARKETING PLAN

2 What is the perceived brand quality? Communicate with consumers in a manner

3 How do stakeholders (other than customers) develop opinions about your

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WRITTEN CASE STUDY

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The implementation of these extreme measures illustrates the understood power of

Strategies adopted by major cigarette companies include reconsidering the product

Cigarette packets traditionally contained 20, 25 or 30 cigarettes. Now consumers are

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Questions for discussion

1 Consider and discuss the ethics of companies advertising a product which is

An alternative perspective relates to consumer choice. Providing consumers are

2 Should governments have the power to control a private company’s branding

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4 Comment on the power of branding and if legislating against branding is an effective

By removing the power and influence of branding in tobacco products, government

Questions for Discussion

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