Brand Management:Aligning Business, Brand and Behaviour,week (1-5) All Quiz Answers with Assignments

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Brand Management:Aligning Business, Brand and Behaviour


Week 1 Assignment :

PROMPT

Choose your organization or, if you are not employed, a brand you are particularly interested in and do the “brand bar stool test”: Ask 3-5 people who know the brand (e.g., colleagues at work or family/good friends if you are not employed) to describe the brand in a single or a maximum of two concepts. Warm them up with the brand guessing exercise from the “Brand Identity & Brand Image” video, where Volvo = SAFE and Disney = MAGICAL. Do people have a clear sense of what the brand stands for? Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 100 words to pass this assignment.

Creating a brand identity for your small business thathelps define your brand image is an important task thatmany neglect. But there are definitely benefits forbusinesses that take the time to establish their brandand use it consistently. Creating a brand identity thatreflects your values can create a strong connection withyour customers. Implementing your brand consistentlyon all media platforms, whether online or offline, helpscustomers distinguish you from your competitors Beingtrue to your values and providing excellent customerexperience shapes the perception that customers haveof your brand. So it is important to understand thatcorporate identity, brand identity and brand image aredifferent. And those differences are important to thesuccess of your marketing. Corporate identity Corporateidentity is the visual aspects of the company style andtypography with guidelines on how these elements areused across all media types. Media types include yourwebsite, marketing collateral, social media profiles andother physical representations of your business. Visualelements include logo, color palette and fonts andanything that provides an visual representation of yourbusiness. When you establish a clear and consistentcorporate identity, you achieve a distinctive image thatclearly differentiates you from your competitors. Beingdifferent makes it easier for your customers toremember you. Having a consistent look and feel acrossall communications creates a strong brand. In orderto maintain consistency across all media, it is helpful tocreate a style guide. This guide ensures that any timeyour target audience sees your business online oroffline, it is consistently represented and therefore,more memorable. Brand identity Brand identity is thetotal value proposition that a company makes to itscustomers. It may consist of features and attributes,benefits, performance, quality, service, support, and thevalues that the brand possesses. Your brand identityplays a role in whether a customer chooses you overyour competitors.

PROMPT

Choose your organization or, if you are not employed, a brand you are particularly interested in and determine what differentiates the brand from its nearest competitor. Is the most important reason one might choose the brand is because it has a lower price? Or are there significant functional-performance or service-level differences? Or is it mostly something about the customer experience at different stages of the customer journey (e.g., during purchase, usage, after-sales service)? Look at the 3E’s video again, if you are unclear about this. Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 100 words to pass this assignment.

Brand image is the way a customer thinks or feels about  your brand based on the experience they may have with  your brand. Depending on whether this experience is  good or bad determines your brand image. In other  words, your brand image influences your reputation.  If the customer has a negative experience, you have to  work hard to change the perception of your brand. If  customers have positive experiences, you are more  likely to build customer loyalty and a very strong  competitive advantage for your brand.   Monitor your brand to avoid surprises  Your business works hard to develop a strong brand  identity. It’s  easy to set it and forget it, but that can be a  problem. Monitor your citations, social media profiles, website and off-line marketing materials to ensure your  brand remains consistent in how it is used.  When you are monitoring your brand, also make sure  there are no surprise bad reviews that haven’t been responded to. That is the quickest way for your brand  image to be misaligned with your brand identity.  Staying true to your brand  Once you have established your brand identity, you  must remain consistent in how you interact with your  customers. Your public personality may be friendly and  inviting, but if a customer has a negative experience with  your business, it can drive that customer to your  competition.


Week 2 Assignment :

PROMPT

Design a Brand Experience Look at the worksheet on slides 29 and 31 from the video “Designing brand experiences, part 2”. Think of the brand promise (this was the “Bar Stool Test” in the To Do from Module 1) for one of your own brands or, if you are not employed, a brand you are particularly interested in. Select a single moment-that-matters along the customer/consumer journey – e.g., making a payment, complaint handling, usage, communications, social media, contract renewal – and describe how you can better bring the brand to life. Please reflect on how your idea will improve the delivery of the brand promise in just a few sentences. You need to submit at least 150 words to pass this assignment.

Brand Experience Design speaks to our desire to help organizations design and build powerful human experiences. Brand is not just a logo and tagline, we believe it is the sum of both your internal (employee) and external (audiences) experiences. The best companies are intentional about their brand from the moment a new customer walks in the door or a new hire first sits down at their desk. Our work is to partner with these organizations and help them design these powerful moments and interactions.
Yes, these organizations want to grow their revenue and profit, but they are also driven by a more powerful mission – they want to change the world. Maybe it’s a local change, such as improving the lives of the less fortunate in their community. Maybe it’s a national or global goal, such as making education accessible for all. Maybe they are nonprofit, maybe for-profit. It doesn’t matter.

Week 3 Assignment :

PROMPT

3B Alignment Exercise

If you are currently employed, look across your written codes or guides of behaviour. If you are self-employed, you may not have these written down, so this might be an opportunity for you to do so. Alternatively, go to a different organisation’s website and try to find this type of information:

  1. On the business side, what are the vision, and purpose or mission?
  2. On the brand side, what is the “brand promise”? This may be stated in a slogan or in a customer-facing advertisement, website, or brochure.
  3. On the behaviour side, what are the “core values” or “principles”? Some organisations also have an Employee Value Proposition (EVP), a competency framework, a leadership model, or some kind of “our ways of working” model, if this is available.

Each of these codes or guides have their own particular use, so they will not be the same. But they are also general guides to behaviour. Ideally, therefore, they should be connected in some way and support each other.

To what degree do you see an alignment between the codes or guides across business, brand and behaviour?

Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 200 words to pass this assignment.

Each of these codes or guides have their own particularuse, so they will not be the same. But they are alsogeneral guides to behaviour. Ideally, therefore, theyshould be connected in some way and support eachother.To what degree do you see an alignment between thecodes or guides across business, brand and behaviour?Please reflect on what you learned doing this exercise injust a few sentences. You need to submit at least 200words to pass this assignment.Michael Page mision is to change lives from all ourstakeholders and the vision is to be able to do it at thegreater scale. Change lives is the brand promise CoreValues are contribution and service

Week 4 Assignment :

PROMPT

Look at the brand practices on slide 21 from the video “Brand practices, part 3”. For one of your own brands or, if you are not employed, a brand you are particularly interested in, think of the brand promise (this was the “Bar Stool Test” in the To Do from Module 1). Select a single brand practice – e.g., recruitment, on-boarding (induction), training, reward and recognition – and describe how you can better bring the brand to life through this. How might the change you propose better get people to understand and accept the brand, become advocates and/or ensure that people’s actions better deliver on the brand promise going forward? Please reflect on how your idea will improve the delivery of the brand promise in just a few sentences. You need to submit at least 150 words to pass this assignment.

We can improve our brand by making our recruitingmore cultural and digital based for our company. thiswill allow showing a continuous improvement of ourways of having a great service not only to our clients butemployees.

Week 5 Assignment :

PROMPT

Think about what you've learned in this course. Please pick the three main concepts that you'll be taking away from this course. For each concept, provide a short description and specify why you think this concept is important. (Aim for 300-500 words.)

1. Brand Identity:In retailing world, different brands vary in the power andvalue they command. Some brands are very popularand have high level of awareness in terms of name recalland recognition while others are entirely unheard by thepeople. Aaker defines brand identity as “a unique set ofbrand associations that the brand strategist aspires tocreate or maintain. These associations represent whatthe brand stands for and imply a promise to customersfrom the organization members”.According to me Brand identity Concept is veryimportant as it reflects brand manager’s decisions ofwhat he wants to communicate to its potentialcustomers. However, overtime, a product’s brandidentity may acquire (evolve), gaining new attributesfrom consumer perspective but not necessarily from themarketing communications an owner percolates totargeted consumers.2. Brand Image:Brand identity describes what the brand is all about,what its inherent features are and how it is differentfrom other competing brands while brand image reflectsthe perceptions of customers about the brand. Brandimage is the sum total of impressions created by thebrand in the consumer’s mind. It is based on the conceptthat consumers buy not only a product but also thebundle of associations such as wealth, power,sophistication, etc.Brand image can be reinforced by brandcommunications such as packaging, customer service,promotion, advertising, word-of-mouth and so on. Theimage of a brand can lead brand value upwards ordownwards. For instance, when the stock broking agentis ‘Reliance’ or coconut oil is ‘parachute’, its value movesupwards. This shift is the result of brand name.According to me Brand images concept is reallyimportant as this is evoked by asking consumers thefirst words/images (views come to their mind when acertain brand is mentioned sometimes called “top ofmind”). When responses are similar, quick or describethe product/experience in some way, image is said to bestrong. In case responses are highly variable, not quick,or refer to non-image attributes such as cost, it indicatesweak brand image.3. Brand Position:A brand is the part of the brand identity and valuepreposition that is to be actively communicated to thetarget audience that sets it apart from the competition.A brand manager needs to establish communicationobjectives and plan the creative execution strategy.The beginning of an execution strategy is the brandpositioning statement. The statement basically describesthe “place” that a brand should occupy in the minds oftarget customers. In simple sense, it means how a brandis seen in the market place focuses on what is unique tothe brand.According to be Creating a unique position in the marketplace involves the careful selection of target market andestablishing clear differential advantages in the minds ofcustomers. This is achieved through brand image, brandname, service, design, guarantee, warrantee, packaging,delivery, etc.

PROMPT

Pick one of the concepts you outlined in question one and choose a brand that does particularly well in that dimension. Explain why you chose this brand and provide details and/or examples of how exactly it does well in relation to the concept. (Aim for 200-300 words.)

The Brand Image of McDonald's is quick and inexpensivefood.The food, stores, service; commercials and other suchelements consistently reflect the image of the brand.Additionally, it creates an image in the minds ofcustomers as affordable food with which customers arequite comfortable. They know what will be getting oncethey come to McDonald's.Brand image can be reinforced by brandcommunications such as packaging, customer service,promotion, advertising, word-of-mouth and so on. Theimage of a McDonald’s brand leads its brand valueupwards compare to its competitor Burger king or KFC.The brand has managed to create its image whichdefines belief and trust. Consumers of McDonald’s areconvinced that the brand will deliver satisfactory tastyfood within affordable price. McDonald’s has created animage in the mind of its customers that if they want toenjoy Burgers in any meals of the day, their hunger willbe satisfied and is a good way to maintain their Purseand Budget. As a result, consumers mostly go forMcDonalds as the brand is synonymously beenassociated with trust.
















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