1. Provide an example of a rebranded brand.

Explain,

Uber

a. The reason why they rebranded?

It was not expanding/growing due to negative press from sexual assault allegations and bad
press
b. How did they communicate their new brand identity? (consider the message they
communicated, and the platforms they used. Basically, the narrative of the new brand
identity).
It reasserted itself as a strength in the transportation market. It did this by basing its logo,
iconography, typography and other visual elements on roadside and navigation imagery. Due
to the allegations there introduction of safety blue which is here to calm and reassure users.
Its photography also became much warmer and more inspirational. You can also see this in
the tone of voice. Everything is about putting the audience first and creating a sense of
connectedness.
c. Was this different from their past methods of communication?
Sometimes companies feel that to stay afloat, a rebranding is the only reasonable option,
which in this case did work for uber. The only thing that actually changed was the cosmetics
of the brand rather than the structure of uber. So this was how it was looked at and perceived
as.

2. Identify an Integrated Marketing Communication (IMC) Campaign for a brand of your choice.
Highlight the campaign's key message, what media options were used (tv, radio, social media, direct
marketing, transit etc.) and how they were executed (creative execution).

The Videos of coca cola – They used a mass media technique which involved television advertising,
print media and banner ads. The approach utilized a marketing mix of advertising, direct marketing,
as well as Web based interactive and social media marketing and sales promotion.

- They sponsor sporting events via use of the company.

- Vendored company partnerships designed for exclusivity, i.e. restaurants and movie theatres only
offering Coke products, eliminating any direct competition.

- Social Media marketing campaigns

3. Provide an example of a brand ad for each of the sensory stimuli. Each ad can be from a different
brand, but important to showcase one example per sensory stimuli (visual, auditory, haptic,
olfactory & gustatory).

Visa card - Auditory

Once a Visa cardholder uses their card and their transaction is officially complete, consumers hear a
unique sound - 81 percent of participants said they would have a more positive perception of
merchants who used either the sound or animation cues

Singapore airlines - smell

The airline has a one-of-a-kind, refreshing, and subtle scent (rose, lavender, and citrus) worn by all
flight attendants that's also sprayed onto their towels and throughout other elements throughout
service. This also makes people feel “more at home” or more comfortable with a familiar smell

Apple – sight and touch

Every store has a minimalist and sleek look giving customers the perception that apple is indeed
minimalist / sleek and high end. Each of these stores also have the ipads and phones out so people
can play with them

4. Find a CSR campaign or program conducted by a brand. How has the brand leveraged CSR
strategically to benefit the company and its customers? Make sure to highlight the campaign
purpose, target market and some of its key media executions.

Pepsi Refresh giving away millions for ideas for improving the world it allowed people to submit
ideas both big and small for ways to refresh their communities over the course of 12 submission
periods. Consumers were invited to both submit their ideas and vote for the most promising ones
and the first Pepsi Refresh Grant recipients were awarded 1.3 million dollars. The Refresh Project
accomplished everything a social media program is expected to: over 80 million votes were
registered; almost 3.5 million likes on the Pepsi Facebook page; almost 60,000 Twitter followers.
However, both Pepsi and Diet Pepsi have lost 5% of their market share in that year
5. Branding Glossary (terms & definitions) - List at least five key branding terms you learned during
weeks 5 & 6.

Segmentation targeting

The process of identifying a company's potential customers, choosing the customers to pursue, and
creating value for the targeted customers.

Demographic segmentation

Groups customers and potential customers together by focusing on certain traits such as age,
gender, income, occupation & family status

Psychographic segmentation

Psychological characteristics including personality, lifestyle, social status, activities, interests,

opinions, and attitudes

Behavioural segmenation

Looks at how and when a consumer decides to spend their money on a product or service

Cultural Branding

Storytelling method, used not only to get customers connected with your company on a deeper
level, but to build a better understanding of your brand's purpose