UNIVERSITE DE DJIBOUTI Professor Name

Faculté de Droit, d’Economie et de Gestion Abyane M. Solomon

EG/ Licence 2 2HRS
Intermediate English

BRAND ARCHITECTURE

The brand architecture is the organising structure of the brand portfolio that specifies brand
roles and the nature of relationships between brands. The conventional strategies of brand
architecture have been developed to reference to equity charter, leverages and brand
profitability. Contemporary theories, however, state that brand architecture is based on the
efficacy of the attributes, derived advantages and brand system emerging in relation to the
buying power of the customer.
The first step in establishing a brand equity management system is to define the brand equity
in a document the brand charter which provides relevant guidelines for the marketing
managers. Such a documentation strategy requires defining the firm’s view on the
significance of the equity concept, and describing key brands in terms of the associated
products or names and the manner by which they have been branded and marketed.
The second step in establishing successful brand equity management is to integrate the results
of the periodical brand track survey. The mapping of the market information on the critical
indicators of the key brands can also be a guiding tool for the brand architecture and for
developing the brand value chain. While creating the brand strategy, it is important to
understand that the preliminary definition of the endorsed brands. The categories of brands
play significant roles in the process of brand architecture for a company by:

a. Creating coherence and effectiveness

b. Allowing brands to stretch across the products and markets
c. Stimulating the purchase decisions by brand drivers
d. Targeting market niches and benefit positioning.

I. BRAND ARCHITECTURE
Read CAREFULLY the instructions
1. Answer these following questions 6pts

a. How does brand architecture structure brand profitability? 2pts

b. How do we establish brand equity?1pts
c. How does brand architecture’ roles construct brand strategy? 2pts
d. Explain this sentence “The brand architecture is the organising structure of the brand
portfolio that specifies brand roles and the nature of relationships between brands. ’’
1pts
 2. Complete the sentences with these words 2pts
Endorsement, Launch, Leader, Research

a. A . . . . . . . . . . . consists of introduction, growth, maturity and decline.

b. George Clooney advertising Nespresso is an example of . . . . . . . . . . . .
c. Microsoft is the . . . . . . . . . . . in computer software.
d. Focus groups and consumer surveys are ways of conducting . . . . . . . . . . . .

II. PRESENT SIMPLE VS PRESENT CONTINUOUS/ RELATIVE CLAUSE

Read CAREFULLY the instructions
1. Fill with Present Simple or Present Continuous 3pts

a. They normally _____________________ lunch at two. (have)

b. Are _____________________ in Paris this week? (you work)
c. You _____________________ new clothes every Saturday! (buy)
d. I played football at school but now I _____________________ swimming
(prefer)
e. Why _____________________ my coat? Oh, I’m sorry. It
_____________________ like mine! (you wear, look)

2. Combine the TWO sentences to form ONE, using a relative clause 2pts

a. The police arrested the man. He murdered his wife.

b. I can't remember the name of the street. I lost my passport there.
c. Where are the shoes? I bought them yesterday.
d. I passed the entrance test. That is quite difficult to do

III. AWARENESS VS IMAGE AND SHARE VS LIFECYCLE

Read CAREFULLY the instructions 8pts (1pts Bonus)

1. Explain the difference and between Awareness and Image use examples to
illustrate your point
2. Elaborate the differences and similarities of Share and Lifecycle use as many
examples you can to explain your point