The Independent Institute of Education 2014

MODULE NAME: MODULE CODE:

BRAND STRATEGY 1A BRST111

ASSESSMENT TYPE: TEST (PAPER ONLY)

TOTAL MARK ALLOCATION: 60 MARKS

TOTAL HOURS: 1 HOUR (+5 minutes reading time)

STUDENT NAME:
STUDENT NUMBER:
INSTRUCTIONS:
1. Please adhere to all instructions in the assessment booklet.
2. Independent work is required.
3. Five minutes per hour of the assessment to a maximum of 15 minutes is dedicated to reading
time before the start of the assessment. You may make notes on your question paper, but not
in your answer sheet. Calculators may not be used during reading time.
4. You may not leave the assessment venue during reading time, or during the first hour or
during the last 15 minutes of the assessment.
5. Ensure that your name is on all pieces of paper or books that you will be submitting. Submit all
the pages of this assessment’s question paper as well as your answer script.
6. Answer all the questions on the answer sheets or in answer booklets provided. The phrase
‘END OF PAPER’ will appear after the final set question of this assessment.
7. Remember to work at a steady pace so that you are able to complete the assessment within
the allocated time. Use the mark allocation as a guideline as to how much time to spend on
each section.

Additional instructions:
1. This is a closed book test.
2. Answer all questions.

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Question 1 (Marks: 25)

Read the case study below and answer the following questions.

Q.1.1 Provide an overview of the five (5) levels of branding in order to demonstrate how (15)
branding has evolved over time. Use examples to illustrate your answer.

Q.1.2 Discuss how Crocs is a “brand” and how they demonstrate this to their consumers. (10)

Image Source: Crocs South Africa. 2014. [Online] Available at: http://crocssa.co.za/crocs-home
[Accessed 19 March 2014]

Born in Boulder, Colo. as a simple, comfortable boat shoe, today Crocs™ footwear can be found
across the globe and in more than 120 styles for men, women and children. With distinct collections,
Crocs offers colorful, lightweight comfort for any occasion and every season.

All Crocs™ shoes are uniquely designed and manufactured using the company's proprietary closed-
cell resin, Croslite™, a technology that gives each pair of shoes the soft, comfortable, lightweight,
non-marking and odor-resistant qualities that Crocs wearers know and love. Crocs™ footwear is ideal
for casual wear, as well as for professional use and recreational activities.

More than 100 million pairs of Crocs™ footwear have been sold. So what are you waiting for? "Feel
the love™" and try a pair of Crocs™ shoes today. We promise your feet will thank you for it.

BRAND

The Crocs™ brand stands for innovation, fun and comfort for people who want shoes that conform
to their personalities and lifestyles, as well as to their feet. Now in more styles and in more places
for more occasions than ever before, Crocs™ is taking a big step forward in providing intuitive
comfort to feet everywhere.

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The Independent Institute of Education 2014

MISSION

Bring profound comfort, fun and innovation to the world's feet.

BRAND HERITAGE

In its founding year, 2002, Crocs™ introduced an innovative shoe made of a revolutionary material
called Croslite™. Croslite™ technology held unique characteristics that allowed it to perform on both
land and in water, characteristics new to the footwear industry. The company was given the name
Crocs™ after the multi-environment, amphibious nature of Crocodiles.

Building momentum with a shoe unlike any other, Crocs™ provided consumers with innovative, fun
and comfortable footwear that could be worn for a variety of lifestyle occasions. The Crocs™ brand
name started to build a feel-good physical and emotional experience with a life of its own.

Crocs™ has quickly evolved to cross-cultural boundaries and now leads a global consumer
movement of over 100 million pairs of shoes sold to date.

BRAND ATTRIBUTES

Innovative
What separates Crocs™ from ordinary shoes? Radical thinking, industry-leading innovation,
meticulous health-minded research, and never forgetting who we ultimately answer to: Feet.

Fun
Whether it's with color, clever design, or in the way we get our message out, Crocs™ always strives
for smiles in an effort to elicit a feel-good emotional experience.

Comfort
Our bread and butter, profound comfort is all about a feel-good physical experience. Innovations like
advanced ergonomic design, über lightweight technology, and a massaging foot bed all make sure
you're comfortable from toe to head, and vice versa.

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 The Independent Institute of Education 2014

Simple
Utilitarian design with versatile function helps Crocs™ stand out. In a world full of bells and whistles,
less is more.

Case Study Source: About Crocs. 2014. [Online] Available at: http://crocssa.co.za/about-crocs
[Accessed 19 March 2014]

Question 2 (Marks: 10)

Explain, by using relevant examples, the following three (3) principles in the Vega Healthy Brand
criteria.

 Does the brand have a distinctive identity? (3)

 Does the brand add value to the lives of people? (3)

 Does the brand and the business that underpins it demonstrate that profit is not
the driver but a consequence of all of the above? (4)

Question 3 (Marks: 15)

Refer to the Crocs case study when answering the following questions.

Q.3.1 Discuss the concept of a situational analysis, and the steps to be followed when (5)
using this tool.

Q.3.2 List and discuss the components of a SWOT analysis, with particular reference and (10)
application to the Crocs case study above.

Question 4 (Marks: 10)

Compare a business strategy with a brand strategy. Use the Crocs case study above to illustrate your
answers.

END OF PAPER

© The Independent Institute of Education (Pty) Ltd 2014

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