1) Defining what a premium brand is can be difficult because it depends on whom you ask.

Each
individual has their own set of values and priorities. Therefore, what matters to one person may
not matter to another.

A premium brand is an individual, company, product, or service generally perceived to have an

elevated status, unique quality, or exceptional value in the eyes of its target market.

Premium Brand are the ones that give you the best features at the best value. They operate with a
close to one ratio of functionality and price. So since they are providing the best features and quality,
consumers pay them high price for that. They feel it’s worth it.

A premium brand is a brand that is positioned to have high quality and price. The company launched it
to give an impression of exclusivity, notably to differentiate it from other mass-market brands.

2) Aims and objectives

Aim =  what you hope to achieve.

Objective = the action(s) you will take in order to achieve
the aim.

Aims are statements of intent. They are usually written in

broad terms. They set out what you hope to achieve at the
end of the project.

Objectives, on the other hand, should be specific

statements that define measurable outcomes, e.g. what
steps will be taken to achieve the desired outcome.
When writing your objectives try to use strong positive
statements

The word aim is often misconstrued with objective, as they talk about what an individual or
entity may want to achieve. Both are the desired result of the work performed by an individual,
however, they entail different concepts. The aim is the general statement of the expected
outcome.

In contrast, objectives are the steps taken to accomplish the long-term goals of the company. So,
when these terms are used in the right context, then only their correct implication is possible.
And, to do so, take a look at the given article to know the difference between aim and objective

1. The term aim is described as the ultimate goal, which an individual or the entity strive to
achieve. The objective is something a person/entity seeks to achieve, by continuously
chasing it.
2. The aim of the entity reflects its long-term outcomes while its objectives indicate the
short term targets of the entity.
 3. Aim refers to the general direction or intent of an individual/company. On the other hand,
the objective is the specific goal of an individual or company.
4. .The aim is related to the company’s mission and purpose whereas objectives are
concerned with the achievements of the company.
5. Aim answers the question, what is to be achieved? Unlike objective which answers, How
it is to be achieved?
6. Aims are not time bound, i.e. there is no time frame within which the aim of the entity
must be achieved as it is hard to say accurately, how much time it will take to achieve.
On the other hand, objectives are always accompanied with a time frame, within which it
must be achieved.
7. Last but not the least difference between these two is on measurability, i.e. objectives are
measurable in nature while aims lack measurability.

3. Outline the purpose of kellogs work with the ASA.

Kellogs set some aim and to fulfill the aim they created some objectives. As for them they tried
to encourage people to take more physical activity. In their packaging they started showing the
recommended daily level of nutrients served through kellogs. And physical activity requires
more nutrients, and for this they started encouraging people to take more physical activity. So
they started working with amateur swimming association or ASA as far as back 1997. Now
kellogs choose ASA because of various reasons like, more than 12 million people swim in the
UK regularly. Also swimming is a life skill and everyone can do this with their family. And ASA
tries to ensure that everyone has the opportunity to enjoy swimming as a part of healthy lifestyle.
ASA’s objectives matches the objectives of kellogs and for this purpose kellogs started working
with ASA. This relationship helps kellogs to contribute in a recognizable way how a individual
can achieve a an active healthy lifestyle with the help of kellogs. This reinforced kellogs brand
position.

4. kellogs used both internal and external communication. And both this helped them to be
enforced into the brand position. In external communication to communicate with the customers
and to attract the children they used cartoon characters by the name of jack and amiee. These
characters promoted the importance of exercise to both parents and children. Also they
sponsored the swimming competition and worked with ASA to promote physical exercise.

And to communicate with the employees kellogs introduced house magazines to reach the
employees and to communicate well with them. And both this helped to gain more loyal
customer and great employees. And this helped their branding and brand position.