Advanced Brand Management

Mid-Term Examination

Bushra Saleem 12694

Q.1 What are some of the key differences between a trading and a branding mindset? How can
Pakistani companies use a branding mindset to increase their global reach?

A brand mindset is all about telling the story of the product and building awareness and demand.
A brand mindset is knowing that the development of a successful brand is never complete, is
constantly in need of improvement, and must be monitored and nurtured to grow and evolve with
your company. A brand mindset is a growth mindset.

A trade mindset, in contrast, focuses on the many ways that brands work with retailers through
local media and in stores to draw attention to their products.

Pakistani companies can use a brand mindset to increase their global reach by constantly asking
themselves whether they consider the pros and cons to the brand when they make big decisions
for the company?, or whether they are consistent within the company, internally and externally,
on how they talk about and live up to the ideals their brand stands for? Consistency is key and
Pakistani companies should first and foremost aim to become consistent in their branding
communication as well as their offerings in order to earn their place in the global marketplace.

Q. 2 What were some of the reasons why LEGO struggled and how did they revive their business
profitably?

LEGO began creating many different products, some of which were successful, but many of
which were not what their core audience was interested in. LEGO also started venturing too far
into the omni-channel marketing strategies. These strategies changed with LEGO moving away
from the brick and mortar and into other channels. The CEO of LEGO insisted that LEGO must
focus on its core products.

With everything going digital, LEGO had to find a way to adapt to the new trends in the
industries. By breaking into the toys-to-life market (or video games where physical action figures
interact with those on screen), LEGO managed to find a way to stay relevant, while still
remaining true to their brand identity and purpose.

LEGO lost sight of who their target audience was. They hastily innovated and created products
without conducting the proper research beforehand. Once LEGO started taking the time to really
understand their audience, they were able to get things back on track. They did this by hiring
LEGO fans to take over the design of their products. They also held ethnographic studies to find
out how kids around the world actually liked to play. In doing so, they were able to create
products that their audience truly valued.

Q. 3 What were the similarities in the brand identity challenges faced by Philips Whirlpool,
Reem Rice and Brooke Bond Supreme? How were they overcome?

All three brands faced the challenge of bringing something new and distinct to the customers.
This was what the companies struggled with in terms of their brand identity and by taking into
the account their target audience as well as the trends in the market they were able to overcome
this problem.

Q.4 Using external role models (choose at least 3), how would you clarify the identity of a new
brand of healthy snack food being launched to appeal to the GenZ?

Brand-as-product: High quality and healthy snack food providing nutritional benefits while still
maintaining the taste. To be consumed by young individuals across the country as a healthier
alternative to their daily snacking.

Brand-as-person: Up-to-date with the trends and having a youthful personality, depicted in bright
colors and with healthy smiling young people.

Brand-as-symbol: Distinct colors and logo with a memorable jingle and tagline.

Q.5 Kapferer came up with the brand identity prism also known as Kapferer Brand Identity
Prism. Describe in detail how this prism can be applied to the situation faced by Kraft Canada
Kraft Singles case when they identified catering to a different segment apart from the traditional
households?

The Kapferer Brand Identity Prism works as a diagram to help us understand the six elements of
a brand’s identity and how they relate to one another. An analysis of Kraft Cheese using the
Kapferer Brand Identity Prism will allow us to understand this. The key elements of the model,
applied to Kraft Canada Kraft Singles, are:

1. Physique: vibrant, focused on iconic American blue, taste, variety-oriented

2. Personality: iconic, American cheese, bright
3. Culture: American, modern
4. Relationship: nuclear family, children-oriented
5. Self-image: convenient, consistent
6. Reflection: evergreen, ethical
The Kapferer brand identity prism conceptualizes the six key elements in brand identity to create
an appealing combination of the elements that the seller needs to the consumers in order to create
a strong brand identity with them.