1 | Introduction to branding, its historical development and its role in building of brand awareness and product/retail corporate image |

1. Evaluate how businesses can build emotional attachments with customers through building brands. Also evaluate the process that they adopt to create these attachments that would influence purchase decisions. 0909 2. “Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets you apart from the competition does virtually no good.” Critically evaluate this statement and take adopt a position. Justify the position.
01-10
3. Critically evaluate how organisations can build emotional attachments with customers through brand management. Analyse the process that they adopt to create these attachments so that it would influence purchase decisions.
05 – 10

2 | Determine how to develop a Brand Equity measurement and management system |

BRAND ARCHITECTURE 1. Critically evaluate the decision made by Armani to build a complex architecture for the brand to cater to multiple target segments and the ability to maintain this structure on a long term basis. Analyse how successful this decision this is and its ability to maintain this structure on a long term basis. (25 marks) 0909

BRAND PERSONALITY 2. Analyse the facts of the case and make concrete recommendations to the company as to how it can sustain the consistency in its brand personality. Critically relate the issues given the requirement that the company is looking for “a relevant and resonant personality”. (25 marks) 0909 3. Critically evaluate the brand personality of Vodafone and analyse the contribution that this has made to the organisation’s corporate strategy. (25 marks) 0510

3 | Designing retail marketing programmes to build brand equity as part of an integrated retail