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Tutorial Exercises

Tutorial 1
1. Explain the levels of product for a five star hotel service. How can branding
overcome the basic commodity notion using the same example of a hotel

2. What do you think of the Interbrand list of the 25 strongest brands in

Figure 1-5? Who do you think has the strongest brands? Why?

3. What are the critical roles played by brands?

4. Can you think of anything that cannot be branded? Why?

5. Do you consider buying a branded product as getting a host of functions or a

buddle of value? Or it doesnt matter at all?

6. What do you think of the new branding challenges and opportunities? Can
you think of any other issues?

7. What are the stages involved strategic brand management?

8. Based on the case of Apple, explain how Apple brands benefit both the
organization and their product fans.

Tutorial 2
1. Define the Customer-based Brand Equity.

2. What are the determinants of brand equity?

3. How does brand knowledge to strong brand equity?

4. What are the benefits for achieving customer based brand equity?

5. Identify the sources of brand equity for a brand your are familiar with.
Assess its level of brand awareness and the strength, favorability, and
uniqueness of its associations.

6. What are the four steps of brand building?

7. What are the components of brand salience of Tiger Balm oil?

8. What are some examples of brand Performance and Imagery? Use the case
of Tiger Balm oil to support your answer.

9. How do you judge and feel towards Tiger Balm oil?

10. Name one brand you have the most resonance with? Why?

Tutorial 3
1. Use a product category dominated by two main brands e.g. sportswear
(Addidas and Nike, Coke and Pepsi) and answer the following questions.
a. Compare the positioning of both brands. Who are their target markets?

b. What could be their main points-of-parity and points-of-difference?

c. Have they positioned their brand effectively? Why? If not, how would
you suggest that they can be improved?

2. What are the issues involved in brand positioning?

3. Consider a tourism brand you are familiar with. What competitive frames of
reference does it face? What are the implications of those frames of
reference for its positioning?

4. What are the criteria for desirable POP and POD?

5. How can a brand eliminate a competitor's POD and ensure a place in

category membership (POP)?

6. How can a wrist watch brand reconcile the issue of negatively correlated
attribute or benefit?

Tutorial 4
1. Explain the purposes and importance of a brand mantra.

2. Using the case of SIA attached,

a) Explain whether SIA has clearly identified and chosen the right POP and

b) What are SIAs brand values and proposition?

c) What are the determinants of a SIAs brand mantra?

3. Use the three components of Brand Mantra, assess the branding strategy
of 3 well known brands you are familiar with.

4. Evaluate the ways to effectively implement Brand Mantra.

5. Why brand mantra should not follow a strict and rigid structure?

6. Perform a brand value chain analysis of Google (attached case) and a Brand
you are familiar with.
Describe the Four value stages and three multipliers and conclude on the
success of this brand. Draw a well labeled diagram to illustrate your

Tutorial 5

1. Using the case of LG (attached), what are the brand elements highlighted in
LGs strategic marketing?

2. Assess whether the brand elements used by LG fulfill the general criterion
of good branding. Be specific for each element.

3. What are your favorite brand characters? Do you think they contribute to
brand equity in any way? How? Can you relate their effects to the
customer-based brand equity model

4. Choose a package for any supermarket product. Assess its contribution to

brand equity. Justify your decisions.

5. How does mix and match brand elements contribute to successful


6. Can there be too many brand elements that might be detrimental to a


7. Slogans can make strong contributions to brand equity. Suggest at least two
examples of bad slogans? Give reasons why do you consider them to be
so? lo cold be

Tutorial 6

1. Have you had any experience with a brand that has done a great job with
relationship marketing, permission marketing, experiential marketing, or
one-to-one marketing? What did the company do? Why was it effective?
Could others learn from that?

2. Choose a product category. Profile two the brands in the category in terms
of pricing strategies and perceived value. If possible, review the brands'
pricing histories. Have these brands set and adjusted prices properly?
What would you do differently?

3. Identify and observe the extent of private-label brands. In which

categories do you think private labels might be successful? Why?

4. Find a brand whose sole or primary distribution channel is the Internet.

Discuss the likely reasons for the brands highly focused strategy and the
positive and negative consequences of it.

5. Using the case of SingTel, map out how integrated communications build up
their brand equity in Singapore.

6. Do the same for the case of Chivas Regal. This time look at how integrated
marketing contribute to brand equity of Chivas regal.

Tutorial 7
1. The Boeing Company makes a number of different types of aircraft for the
commercial airline industry, e.g., the 727, 747, 757, 767, and 777 jet
models. Is there any way for Boeing to adopt an ingredient branding
strategy with their jets? How? What would be the pros and cons?

2. After winning major championships, star players often complain about their
lack of endorsement offers. Similarly, after every Olympics, a number of
medal-winning athletes lament their lack of commercial recognition. From a
branding perspective, how would you respond to the complaints of these

3. Think of the country in which you live. What image might it have with
consumers in other countries? Are there certain brands or products that
are highly effective in leveraging that image in global markets?

4. Using the case of Samsung attached, explain Samsung has the strong image
and equity in your mind? Think about the products they sell. Do they help
to contribute to the brand equity? How does that Samsungs image help the
image of the products they sells?

5. Find co-branding opportunities in two product categories. For example:

Facial tissue - Kleenex and Vaseline Intensive Care lotion?
Hotel - Shangrila and King Koil mattresses?

6. Assess how have SingTel and Chivas Regal leverage on secondary

associations to generate brand association for their customers.

Tutorial 8

What do you see as the biggest challenges in conducting a brand audit?

What steps would you take to overcome them?


Consider the McDonalds tracking survey presented in Branding Brief 8-1.

What might you do differently? What questions would you change or drop?
What questions might you add? How might this tracking survey differ from
those used for other products?


Critique the Rolex brand audit in Brand Focus 8.0. How do you think it
could be improved?


Using the Philips case attached, assess the value of Philips Brand Equity
Management System to build their brand equity.


Identify and explain two important strategic tools in branding strategy.


Contrast the branding strategies and brand portfolios of market leaders

in two different industries. For example, contrast the approach by
Anheuser Busch and its Budweiser brand with that of Kelloggs in the
ready-to eat cereal category.


What is the purpose of brand architecture?


What are four reasons why it may be appropriate to pursue multiple brands
in the same product category?

Tutorial 9

Do you think the Dow Chemical corporate image campaign described in

this chapter will be successful? Why or why not? What do you see as key
success factors for a corporate image campaign?


Consider the companies listed in Branding Brief 11-3 as having strong

corporate reputations. By examining their Websites, can you determine
why they have such strong corporate reputations?


What are the two basic principles when designing a brand portfolio?


Define a Master Brand. Give an example of a brand.


Define a Family Brand. Give an example of a brand.


Define a Modifier. Give some examples of a brand.


What is the role of principle of simplicity?


What is the purpose of building brand commonality among the products?


What are some of the product strategies and communication strategies

that General Motors could use to further enhance the level of perceived
differentiation between its sub-brands?


Based on LVMH (case attached) , explain the brand portfolio of LVMH?

Why do you think is the complexity?

Tutorial 10
1. Identify the reasons and type of brand extension for the following:
(a) Caterpillar (Case attached)
(b) Proctor and Gamble (Case attached)

2. List three advantages and three disadvantage of brand extensions.

3. Pick a brand extension. Use the models to evaluate its ability to achieve its
own equity as well as contribute to the equity of a parent brand. If you
were the manager of that brand, what would you do differently?

4. Do you think Virgins brand (see attached case) is overextended? What are
the arguments for or against?

5. Use the attached case Harley Davidson and BIC, explain the reasons for
brand extension failure. Explain why it failed with the use of a diagram.

6. Explain what is brand dilution? Used attached case Gerber and Heinz to
explain how brand has diluted.

7. How successful do you predict these recently proposed extensions will be?
a. Mont-Blanc (famous for pens): fragrances and other accessories
(watches, cufflinks, sunglasses and pocket knives)
b. Evian (famous for water): high-end spas
c. Starbucks (famous for coffee): film production and promotion
d. Trump (famous for hotels and casinos): vodka and mortgage services


4. Consider the following brands, and discuss the extendibility of each:

a. Harley-Davidson
b. Red Bull
c. Tommy Hilfiger
d. Whole Foods
e. U.S. Marines
f. Grey Goose Vodka
g. Victorias Secret
h. BlackBerry

5. There are fake brand extensions among the following list; the other six were
marketed at one point. Can you identify the four fakes?

Ben-Gay Aspirin: Pain relief that comes with a warm glow

Burberry Baby Stroller: For discriminating newborns
Smith & Wesson Mountain Bikes: Ride without fear
Atlantic City Playing Cards: Talcum-Coated for easy shuffling
Ponds Toothpaste: Reduces the appearance of fine wines
Slim Jim Beef-Flavored Throat Lozenges: For meat lovers who like to sing
Frito-Lay Lemonade: A tangy, crunchy thirst quencher
Cosmo Yoghurt: Spoon it up, slim down those thighs
Richard Simmons Sneakers: Shake your cute little booty to the oldies
Madonna Condoms: For men who are packing


Tutorial 11
1. Using the Unilever case attached, reflect on its performance over the last
decades. Describe some strategies that the company has reinforced its
brand equity. What actions has it taken to be innovative and relevant?

2. Use the example of IKEA as a furniture maker, explain how they have
used innovative design, efficient manufacturing and just-in-time
merchandising that have succeeded in reinforcing their brand equity.

3. Using Ovaltine and Yardley cases attached, provide some suggestions to

revitalize its brand equity.

4. Explain how Gatsby as a brand refreshed their old sources of brand equity
after some time?

5. Use the example of Microsoft suite of products, explain how they have
created new sources of brand equity over the years.

6. Use the example of National Geographic brand, explain how they have
improved the strength, uniqueness and favourable association of their
brand over the years.

7. Pick one product category. Examine the histories of two (2) leading brands
over the last decade. How would you characterize the companys efforts to
reinforce or revitalize brand equity?