Republic of the Philippines

CAVITE STATE UNIVERSITY

Cavite College of Arts and Trades
CvSU-CCAT Campus
Rosario, Cavite
🕾 (046) 437-9505 / 🖷 (046) 437-6659
cvsu.rosario@gmail.com
www.cvsu-rosario.edu.ph

FINALS EXAMINATION
MKTG 85_SPECIAL TOPICS IN MARKETING MANAGEMENT

Name: Cereza, Jessica L. Level & Section: BSBM 301-B

Instruction: Choose only 1 case to answer,
Case Study: Rebranding "Brand Z"
Introduction: "Brand Z" is a well-established company that sells a wide range of consumer goods. Despite
its reputation and long history, the brand has lost market share to competitors and is in need of a
rebranding. The company has hired a new marketing team and tasked them with developing a plan to
revitalize the brand and make it relevant to modern consumers.
The Story: The marketing team conducted a thorough research on the brand's target market and identified
new segments that the brand could target. They also conducted a SWOT analysis of "Brand Z" and its
competitors, identifying the strengths, weaknesses, opportunities, and threats of the brand.
Based on this research, the team developed a new brand positioning for "Brand Z" that differentiated it from
competitors and appealed to the target market. They also created a new visual identity for the brand that
reflected the new positioning and was more appealing to the target market.
The team then developed a comprehensive marketing mix for "Brand Z" including product, price, place, and
promotion strategies. They also created a social media and digital marketing strategy that engaged with
consumers and promoted the brand.
The Results: The rebranding efforts were successful and "Brand Z" saw a significant increase in sales and
customer engagement. The brand's online presence improved and it was able to build a loyal customer
base.
Questions:
1. How did the marketing team conduct research on "Brand Z" and its target market?
The marketing team conducted extensive research on the brand's target market through market
surveys, focus groups, and customer interviews. They also performed a SWOT analysis on "Brand
Z" and its competitors to determine the brand's strengths, weaknesses, opportunities, and threats.

2. How did the team develop a new brand positioning for "Brand Z"?
The team created a new brand positioning for "Brand Z" by determining what made the brand
unique, what the target market desired, and how the brand could distinguish itself from competitors.
They then developed a brand positioning statement that reflected the brand's distinct value
proposition while also appealing to the target market.

3. What was the new visual identity for "Brand Z" and how did it reflect the new brand positioning?
The team developed a new visual identity for "Brand Z" that reflected the new brand positioning
while also being more appealing to the target market. A new logo, color palette, font, and other
design elements were included. The visual identity was created to be contemporary, memorable,
and instantly recognizable.

4. How did the team develop a comprehensive marketing mix for "Brand Z"?
For "Brand Z," the team created a comprehensive marketing mix that included product, price, place,
and promotion strategies. The product strategy was centered on creating new products that met the
needs of the target market. The pricing strategy centered on developing competitive pricing that was
 Republic of the Philippines
CAVITE STATE UNIVERSITY
Cavite College of Arts and Trades
CvSU-CCAT Campus
Rosario, Cavite
🕾 (046) 437-9505 / 🖷 (046) 437-6659
cvsu.rosario@gmail.com
www.cvsu-rosario.edu.ph

FINALS EXAMINATION
MKTG 85_SPECIAL TOPICS IN MARKETING MANAGEMENT

appealing to the target market. The location strategy centered on identifying the best distribution
channels and outlets for the product. The promotion strategy centered on developing campaigns
that promoted the brand while engaging the target market.

5. What was the social media and digital marketing strategy for "Brand Z" and how did it engage with
consumers?
For "Brand Z," the team created a social media and digital marketing strategy that included creating
content that resonated with the target market, engaging with customers on social media platforms,
and running campaigns and ads on digital channels. The strategy was created to raise brand
awareness, increase customer engagement, and boost sales.

6. What were the results of the rebranding efforts and how were they measured?
The rebranding efforts were a success, and "Brand Z" saw an increase in sales and customer
engagement. The brand's online presence grew, and it was able to cultivate a loyal customer base.
Key metrics such as sales, website traffic, social media engagement, and customer feedback were
used to track the success of the rebranding efforts.

7. What are some potential challenges that the team may have faced during the rebranding process?
Resistance from existing customers, difficulty in establishing a new brand identity, difficulty in
differentiating the brand from competitors, and difficulty in developing a sustainable marketing
strategy are some of the potential challenges that the team may have faced during the rebranding
process.

8. How can the success of the rebranding be sustained in the long run?
Long-term rebranding success can be sustained by continuing to engage with the target market,
developing new products and services that meet their needs, and staying ahead of trends and
technologies. Furthermore, the team should continue to track key metrics to determine the success
of the rebranding efforts.

9. How might the team measure the long-term success of the rebranding effort?
The team can track key metrics such as sales, website traffic, social media engagement, customer
feedback, and brand awareness to determine the long-term success of the rebranding effort.

10. How can the team adapt the rebranding strategy if the initial results are not as successful as
expected?
If the initial results are not as positive as expected, the team can modify the rebranding strategy by
conducting additional research, experimenting with different strategies, and adjusting the marketing
mix to better meet the needs of the target market. Furthermore, the team can use customer
feedback to identify areas for improvement and make changes as needed.
It's important to note that rebranding is a complex process that requires a lot of research, planning, and
execution. The marketing team must be able to effectively communicate the new brand positioning and
visual identity to both internal stakeholders and external customers. They must also be able to measure the
success of the rebranding efforts and make adjustments as necessary to ensure that the brand stays
relevant and competitive in the long term.
 Republic of the Philippines
CAVITE STATE UNIVERSITY
Cavite College of Arts and Trades
CvSU-CCAT Campus
Rosario, Cavite
🕾 (046) 437-9505 / 🖷 (046) 437-6659
cvsu.rosario@gmail.com
www.cvsu-rosario.edu.ph

FINALS EXAMINATION
MKTG 85_SPECIAL TOPICS IN MARKETING MANAGEMENT

Rubrics for the Rebranding Case Study:

1. Research and Analysis: The student demonstrates a thorough understanding of the current brand
positioning, the target market, and the competitive landscape. They conduct a comprehensive
research and analysis that informs the rebranding strategy. (20 points)
2. Strategy Development: The student develops a comprehensive rebranding strategy that includes a
new brand positioning, visual identity, and messaging. The strategy is well thought out and aligned
with the overall business objectives. (25 points)
3. Implementation and Execution: The student demonstrates a clear understanding of how to
implement and execute the rebranding strategy. They provide detailed plans for internal
communication, external communication, and rollout. (20 points)
4. Measurement and Evaluation: The student provides a clear plan for measuring the success of the
rebranding efforts and provides a detailed evaluation of the results. They identify key metrics and
provide a data-driven analysis. (15 points)
5. Adaptation and Sustainability: The student provides a plan for adapting the rebranding strategy if
the initial results are not as successful as expected. They also provide a plan for ensuring the
sustainability of the rebranding efforts in the long term. (10 points)
6. Presentation and Clarity: The student presents their case in a clear and organized manner, with
well-written and easy to understand language. They use visual aids, such as charts and diagrams,
to effectively convey their ideas. (10 points)