Branding &sowtquestion

Branding question

IKEA

Critically examine how IKEA has built a successful GLOBAL brand. Examine each of the global branding decisions and the extent to which IKEA in China has used a standardisation or adaptation approach. (100%)        

Students are expected to make a practical application of the question and should discuss the key factors to build a global brand. Students may discuss brand form (name, image, etc)

brand communications (adapting advertising to local communities), brand additionals (adapting the product to local market needs,  ).  Better students will be able to offer more sophisticated discussions Students should examine each factor and discuss whether it has been standardised or adapted.  Students may discuss the standardised approach of IKEAs quirky promotional marketing approach, use of catalogue and self assembly.

Lush

A successful global brand can be built by focussing on factors such as brand form, brand communications and brand additionals.  Using these factors examine the key issues facing Lush in developing a successful global brand. (100%)

 Students are expected to make a practical application of the question and should discuss the key factors to build a global brand. Students may discuss brand form (name, image, etc)

brand communications (adapting advertising to local communities), brand additionals (adapting the product to local market needs,  ).  Better students will be able to offer more sophisticated discussions.

HEINZ

Strong Brands create emotional attachments and often become integrated into the ‘fabric’ of life..

(A)Examine the Brand Positioning of Heinz, using the six factors highlighted by ‘Jobber’. (60%)

Students should correctly identify all 6 factors mentioned by Jobber that contribute to the Brand Positioning. Better students will be able to offer more sophisticated discussion on each of the factors. Brand Heritage (Heinz has a strong history and background), Brand Vales (seen as trustworthy, superior value to consumers), Brand Personality (honest, trustworthy), Brand Domain (target markets international and customer segments), Brand Self identity (how do consumers see themselves in relation to the brand), Brand Assets (logo, packaging).

(B)Discuss why Heinz invests so much in developing a ‘strong brand’. (20%)

 Students have a wide range of topics they could discuss here and need to look at the concept of ‘Strong Brands’.  They should identify one of the key reasons for Heinz is to do with customer loyalty and building strong relationships with customers. One of the ways Heinz has done this is through superior value and tasting products, strong emotional attachment with the brand, range of product choices and development on a global scale.