BA 177

Reflection (Exam 2)
2nd Sem AY 2019-2020
 Make this count
to improve your overall class standing!

• The Reflection Paper is equivalent to Exam 2 which is 15% of your grade.

It is the final requirement to complete the course.

• It starts with a short description of a case study to provide context to the

questions.The questions are designed to tap into your critical thinking and
ability to apply the learnings in class.

• The answers may be submitted in word file, ppt or any format accessible
to you. Please send to mainehgat@gmail.com

• Submission is on or before 16 June 2020, otherwise your grade will be

deferred until 31 May 2021.
. Spreading the message – through branding

Many global brands have looked for ways to help explain the importance of social distancing
amid the COVID-19 threat. For instance, big brands such as Coca-Cola, Nike and Mc Donald’s
have temporarily revised their logos and tag lines as a reference to social distancing
and to help promote the message that we need to come together by staying physically apart.

Q1:30 points
• In your view, is this an opportunistic move in poor taste or a good
use of the power of the brand to help promote an important message?
• Would the revision of brand assets help build the brand?
Building the brand by doing the right thing —

Many brands with manufacturing capabilities have stepped up to help medical facilities
by producing essential supplies such as PPE, ventilators, sanitizers, among others.
These are just examples of how some brands have stepped up to the plate to help.

Q2:35 points
•Assume that your group’s brand (identify the product/brand of
your group) has been in full swing for a number of years.
What can your brand do to remain relevant in the light of the
COVID-19 situation.
Between Art & Quarantine —building brand equity thru engagement
.

The Getty Museum did a challenge on FB, IG and Twitter to recreate a famous work of art, using only
objects in their homes. Thousands joined with amusing reinterpretations of famous works of art.
While other museums offered virtual tours in response to the pandemic, this challenge is different
and engaging. The Getty is helping consumers view and learn about art, but it is also encouraging
them to get their fix for creativity and play, even while stuck at home.

Q3:35 points
What initiative could you do for your group’s brand that helps impress on your brand
equity and is also highly engaging with your target audience amidst the COVID-19 threat.
Defining BRAND YOU – the essential branding exercise
Brand Building is making an indelible mark in the hearts and minds of your target audience and
keeping this strong through time. You are your own brand. Nurture it. Keep it relevant through time…
progressive, dynamic, real and endearing.

BONUS 20 POINTS
Using the template in the following slide, define Brand You.
ME is who you are. OTHERS are your P’s to market you.
 Define Brand You
ME OTHERS

-Brand Essence / Mantra -People

What do I stand for. Who matters to me.

- Brand Proposition -Place

What’s unique about me. Where I want to be.

-Reason to Believe -Price

What enables me. What I am willing to give.

-Promotion
How do I reach out.
Class Survey: Please briefly answer the
questions.Your feedback will help refine the syllabus
of BA 177 in the next semester.

1.Which topics did you find most relevant and why?

2.Which topics did you find least relevant and why?

3.Which topics were difficult to understand and why?

4.Which class activity did you like the most and why?
 Thank You
&
Stay Healthy

Prof. Maine
mainehgat@gmail.com
cel 09178470013