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OT'ESTION 1

T h e c o n c e p to f t h e

' m o d e r n b r a n d 'h a s 'brand is'.

e v o l v e df r o m a n c i e n tt i m e s .
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\ J l

1.1

E x p l a i nw h a t a

L . 2 N a m e t w o ( 2 ) w e l l k n o w n g l o b a l b r a n d st h a t y o u f e e l l i v e u p t o t h i s d e f i n i t i o no f a
brand . (4)

1.3

E x p l a i nw h y y o u b e l i e v et h e y d o f e e l l i v e u p t o t h i s d e f i n i t i o no f a b r a n d ,

IMark Allocation: 15]

OUESTION 2

Brands create businessas opposed to businesscreating brands. Profit used to be the central driver of a traditional business.Vega the Brand CommunicationSchool believes that brands create businessas opposed to businesscreating brands and that profit is a consequenceof certain values rather than a driver, which is in line with the Kind III report. State the value system that is being referred to in the above statement. (1)

2.I

2.2

Using the above value system, explain the criteria that you would need to achieve in o r d e r t o m a k e p r o f i t a n d b u i l d a s u s t a i n a b l e r a n d ( h e a l t h yb r a n d ) . b E x p l a i nw h e t h e r y o u t h i n k C a n o n i s a h e a l t h yb r a n d . (4)

2.3

(s)
IMark Allocation: 1O]

OUESTION

a B o t h b r a n d l e a d e r s h i p n d b r a n d m a n a g e m e n ta r e i m p o r t a n t i n b u i l d i n ga s u s t a i n a b l e w t b r a n d .T r a d i t i o n a l l y h e p u r p o s eo f b u s i n e s s a s t o g e n e r a t ea p r o f i t . " T o d a y ' sc o m p a n i e s ( a r e u n d e r - l e da n d o v e r - m a n a g e d . " K o t l l r a n d A r m s t r o n g ,2 0 0 9 )

3 . 1 State whether the followino are true or false. Just write down the number and either
true or false. (10)

3 . 1 . 1 M a n a g e m e n t a k e s o n a m o r e s t r a t e g i cr o l e t h a n t a c t i c a l ,

to 3 . 1 . 2 t - e a d e r s h i p e a l sw i t h l i n k i n gcustomers brands. d

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m 3 . 1 . 3 L e a d e r s h i p ' s a i n c o n c e r ni s h o w t o m a k e a p r o f i t .

i 3 . 1 . 4 l - e a d e r s h i ps c o n c e r n e d i t h c r e a t i n gs u s t a i n a b l e a l u e . w v

3.2

' B r i e f l ye x p l a i n h o w ' e n l i g h t e n e dc o m p a n i e sa n d C E O ' ss e e t h e p u r p o s eo f t h e i r b u s i n e s s e si,n o r d e r t o e n a b l e b u s i n e s s u s t a i n a b i l i t y . s (5)

IMark Allocation: 15]

OUESTION 4

4.1.

D e f i n et h e f o l l o w i n g :

4.1.1 4.7.2

B r a n di d e n t i t y ; B r a n di m a g e .

(2) (2)

4.2.

E x p l a i nw h e t h e r t h e f o l l o w i n gb r a n d s h a v e a g o o d b r a n d i m a g e :

4.2.1 Nikon; 4.2.2 Kodak.

(3) (3) IMark Allocation:1O]

OUESTION

y A c l i e n t a p p r o a c h e d o u t o d e v e l o pa b r a n d i d e n t i t yf o r t h e i r b r a n d .Y o u s u g g e s ta p p l y i n g David Aakers Brand Identity Model. List any five (5) of the aspects you would need to cover within the brand identity system.

IMark Allocation: 1O] END OF PAPER

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