case

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

MARKETING DEPARTMENT 20 MARKS (1 HOUR)

STDUENT NAME AND ID:

INSTRUCTOR NAME: DR. MANZAR AHMED

COURSE NAME: BRAND MANAGEMENT COURSE NUMBER: MKT-312 SECTION: 1

Case 1 Total Marks Marks Obtained

Q1 2

Q2 3

Case 2 Total Marks Marks Obtained

Q1 2

Q2 3

Case 3 Total Marks Marks Obtained

Q1 2

Q2 3

Spectrum Total Marks Marks Obtained

Brand Matching 5

TOTAL 20

Instructions

1. Please solve ONLY 3 short cases from the given 4 cases (total 15 Marks).

2. The brand spectrum part is COMPULSORY to attempt (5 Marks).

3. All marks are mentioned above.

4. The brand Spectrum and the 22 Immutable laws of branding have been included in the exam just for

your reference.

==============================All the best! =====================================

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

CASE 1 (5 MARKS):

After having somewhat success with the various office automation software

packages available by google corporation, but having a very fierce head-to-

head competition from Microsoft Office Automation packages which have a

long history of these packages embedded in their IBM compatible MS

Windows running machines and then extending towards Apple based IOS and

MacOS machines. Now Google is moving towards rebranding the office

automation portfolio and naming it “Google Workspace”. The international

lockdown due to the COVID-19 virus and the whole world going online gave

Google’s online business a sudden boast and it activated their programs on a

very rapid pace due to the online sharing of the packages and multiple user aspect at the same time with real time

updates too. More and more schools, colleges, universities and even workplaces have started to shift towards some very

unique online packages including Google Classroom, Gmail, Google Drive and others.

Q1. In your opinion, was the rebranding for the complete workspace portfolio required by Google? Yes or NO?

Why or why not (explain your answer with relevant branding details)? (2 MARKS)

In my opinion, yes it was required to rebrand the google workspace portfolio. It was done keeping in

view the following points:

1. Microsoft Office Automation Portfolio Branding as competition 2. Sharing sheets usage increased during covid-19 lockdowns worldwide 3. Interconnection of all programs and packaging within the google workspace portfolio 4. Re-branding of the portfolio and calling it google workspace 5. Using brand points (google colours) and to link them together

Q2. What are the challenges that the Google Workspace brand faces and will still have to overcome in order to

compete directly with the major competition (Microsoft) even after this rebranding of the Workspace package

is done (explain your answer with relevant branding details)? (3 MARKS)

MS Office Automation has a history and a legacy that made it become a brand-as-a-product. All the

software packages in the MS Office portfolio have a high recall in the mind of the consumer. MS has

always occupied a top position in corporate and office work environments due to the ease of their usage

and compatibility globally. Whereas google as a brand by itself has an image of a popular search engine

and later with their email client; gmail. Due to the pandemic lockdown situation and the global online

work, teaching & learning phenomenon, google docs became known to the majority as they gave them

the liberty of working in a virtual shared space on a single document mutually with real time saving

and updates from all parties involved. This is the main USP. Even after the rebranding of the google

workspace, google will have to continuously update and upgrade its packages across the board in order

to keep customer loyalty alive as the pandemic is slowly disappearing and things are coming back to

normal, consumers will be moving back to their usual MS Office automation software and stop using

google workspace if it does not keep on highlighting the benefits and the true integration and ease of

use globally which is reflective in their new branding with coloured brand points shared across

packages within the portfolio.

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

CASE 2 (5 MARKS):

Starting from the journey from fried chicken in 1974 from Jeddah, Saudi Arabia;

Albiak enjoys the brand-as-a-product position all over the globe with customers,

consumers, opinion leaders and reference groups globally! Over the years, Albaik

has experienced major brand development; including expansion in branches,

extension in the menu items, brand and product extensions, expansion in the brand

portfolio; “Albaik restaurants (Full-scale), Albaik food court restaurants (Limited

Items), Albaik Express (Take-away with limited items) and Albaik Mini (Take-

away sandwiches on Airports). Apart from these complicated extensions in product,

business and branding portfolios, Albaik has worked on complete re-branding of

its corporate identity including logo changes, brand points colour and font changes,

branch ambiance and setup changes as well as employee uniform changes too. It has also expanded its presence within

Saudi Arabia and has also given licences to UAE and Malaysia to open franchised branches in the near future!

Q1. In your opinion, did Albaik need a complete corporate rebranding for their brand identity (as depicted by

the 4 logos above)? Yes or No? Why or Why not (explain your answer with relevant branding details)?

(2 MARKS)

In my opinion, yes, Albaik’s rebranding was highly overdue! As depicted by the logo transformations

in the given case, keeping in mind competition and the new era in which everything is going digital and

lesser vintage authentic brands are successful, like all other historical brands; Albaik also needed to

shift and enter into the new era. The new logo depicts the true meaning of the word: “Albaik” by the

hat and welcome metaphor. Secondly, the colours used in the brand points are more premium as

compared to the old ones as it used to be positioned as the affordable fast food for everyday masses and

now it’s moving into the high quality local fast food that you can trust with a new image in the new era

competing head-to-head with all current and old brands in the same industry, keeping loyal customers

continuously involved with the brand through innovations.

Q2. As Albaik’s brand manager, how would you be able to move Albaik from a Branded House Strategy (Same

Identity) to a House of Brands Strategy (Shadow Endorser) (Use the Brand Spectrum to explain your answer)?

(3 MARKS)

Albaik might be moved from the Branded House Strategy (Same Identity) to a House of Brands

Strategy (Shadow Endorser) along the following lines:

1. Create a frozen food retail brand. 2. Use the same or similar brand points for the new brand and its packaging. 3. Shadow endorse the new brand. 4. Include only the extended products and not the cash cows from the portfolio. 5. Supply to all major retail supermarkets and superstores. 6. Promote and advertise accordingly. 7. After 1 year do the marketing audit and decide plan of action for the future.

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

CASE 3 (5 MARKS):

Vision 2030 and Effat University logos appear together on the university website only on the main

home pages (English and Arabic) and not on the other linked pages in order to show the university’s

support towards achieving the KSA Vision 2030 in relation to the various direct and indirect

competitors in the kingdom doing the same on their corporate identity. Whereas Effat University is

not including it in its corporate profile (all documents and marketing materials as a part of the logo

till 2030). Secondly, as you are aware that Effat University comprises of 4 colleges and each of these

colleges have various departments, chaired by the Staff/Faculty. Each of these colleges were given a

“Linked Brand Name; Effat College of Business, Effat College of Arts & Humanities and so on…”

now the Visual & Digital Production Department under the Effat College of Architecture and Design

wants to rebrand itself to be known as “The School of Cinematic Arts” but will run as a department

with a chair of department as other departments. It will physically be located within the Effat

university campus as before but the Name of the Department will change to a “School”. This will

completely disrupt the branding portfolio that Effat University has created based on tiers moving from EU to ECoB to

MKT Department; similarly EU to ECA&D to VDP Department and so on. Please keep in mind that “School of

Cinematic Arts” is actually the international name given to programs under the college related to cinema, film making

and media generally!

Q1. Assuming that rebranding VDP Department as a School of Cinematic Arts is a good decision, what steps

should be taken by EU to make it a successful rebranding and to create this new brand identity? Please explain

in points. (2 MARKS)

Steps to be taken to make it a successful rebranding strategy:

1. Create a new logo and brand identity. 2. Token endorse the new logo with Effat University’s logo. 3. Rebrand complete corporate identity (all documentation). 4. Relocate the department in a new building. 5. Building should be in a different location from EU campus. 6. If not, then it should be a different stand-alone building within the EU campus, but with a

speared entrance for itself alone.

7. Marketing, promotional and PR campaigns and events should be planned and rolled out to activate the new brand.

Q2. Using the Vision 2030 logo along with EU logo is classified under what type of Branding (refer to brand

spectrum)? Why? In your opinion, is this EU+Vision 2030 branding done properly? Why or why not? What

additional steps should be taken to further complete the branding as a true brand expert? (3 MARKS)

Using the Vision 2030 logo along with EU logo is a “Co-Driver” strategy from the brand spectrum as

both brands are strong and have a well recall in KSA. In my opinion, the branding is done properly as

far as the logo and its placement on the main home pages (English and Arabic) is concerned. Whereas

its missing from all other linked pages of the website, which should be present as it should be used as a

complete single logo for the university till the year 2030. The following are some of the additional steps

to be taken:

1. Logo should be made as the complete logo till the year 2030.

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

2. Logo should be used as the corporate identity in all formal documentation internal and external.

3. The logo should be placed on all webpages and not only the home pages. 4. The logo should be used across all media platforms (print, electronic, alternative/digital/social)

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

CASE 4 (5 MARKS):

Everyone is aware of the Nokia Story; the rise and fall of the cell phone communications giant.

Nokia; once a brand name known as “brand-as-a-product” is no more

near the consumer mind set while opting for a new smart phone. It has

been so much de-marketed that even the current logo of the company is

not recallable by consumers as they are not aware that it has been

rebranded with new corporate colours and fonts. Whereas on the other hand, Nokia’s other

brand; the luxury Virtu is a top seller amongst the rich and famous and has multiple brand

celebrity endorsements in its promotional campaigns together with major co-brand

collaborations with brands including Bentley, Ferrari, Lamborghini, Rolls Royce, and materials

including gems, diamonds, titanium, platinum and much with a starting price of SR. 20,000+

and an annual global assistance subscription. The future of Nokia is unknown as it is struggling

to rebrand and re-enter into the market that has already been captured and owned by the giant;

Apple and seconded by Huawei and Samsung and other Chinese knockoff affordable android

phones.

Q1. While Nokia is dead as a brand; how does Virtu still survive in the niche market and sell globally to the rich

and famous? What branding strategy does Virtu follow with Nokia (use the brand spectrum)? Why? (2 MARKS)

While Nokia is dead as a brand; Virtu still survives in the niche market and sells globally to the rich and famous

due to its “House of Brands (not connected)” strategy. It has a completely different brand image and is in the

top niche as depicted by its price, quality, co-branding promotions and media coverage with various celebrity

and corporate endorsements from time to time. It has targeted a very focus differentiated target audience

completely away from Nokia’s strategy. This has kept the brand alive and running for ages.

Q2. In your opinion, what went wrong with the branding strategy of Nokia on its successful journey? Please use

the brand spectrum and the 22 immutable laws to describe the various stages Nokia went through to arrive to

this failure now with examples. (3 MARKS)

Extensive product and brand extensions without keeping a track of the brand identity and positioning lead to its

brand failure! Nokia owned the word; “Cell Phone” as everyone knew the Nokia name globally as a brand-as-a-

product. But then it became too confident and without thinking about competition and the changing technology

scenario globally, it went into expansions and confused the consumer without R&D for new technology.

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

Brand Spectrum Matching (5 MARKS):

Please provide the exact classification of the given brand with the brand spectrum:

S. No. Brand MB % Brand Spectrum Classification

1

Hyper Panda

0%

Not Connected

(“Hyper” is not a brand, Savola

is owner)

2

NCB + Mastercard + Mada

40 % - 50%

Co-Drivers as all three brands;

NCB, MasterCard and Mada

are major brands endorsing

each other at the same level in

KSA

3

LV+Supreme

40%

Strong Endorsement. It is POD

(Point of Difference) branding

but since LV is a luxury top

notch brand and Supreme is a

roadside brand competitive

with VANS, Under Armor etc.

4

Microsoft Surface Pro 4

80%

Master Brand As Driver.

Surface Pro $ is a Microsoft

product by itself and Microsoft

wants to create a standalone

brand named as “Surface” like

“Macbook”.

5

McDonald’s+Travis Scott Meal

40 % - 50%

Co-Drivers as both brands;

MCDonald’s (corporation) and

Travis Scott (Person -

Celebrity) are major brands

endorsing each other at the

same level in the USA.

Effat University Midterm Answer Key FALL 2020

MKT 312 Testing Centre AA.038.1.06.FRM.NOV2008

The 22 Immutable Laws of Branding:

1. The Law of Expansion 2. The Law of Contraction 3. The Law of Publicity 4. The Law of Advertising 5. The Law of the Word 6. The Law of Credentials 7. The Law of Quality 8. The Law of the Category 9. The Law of the Name 10. The Law of Extensions 11. The Law of Fellowship 12. The Law of the Generic 13. The Law of the Company 14. The Law of Subbrands 15. The Law of Siblings 16. The Law of Shape 17. The Law of Colour 18. The Law of Borders 19. The Law of Consistency 20. The Law of Change 21. The Law of Mortality 22. The Law of Singularity