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COM2612 Assignment 3 (Portfolio) Semester 1 Memo | Due 19 May 2025 . Fully answered with references. QUESTION 1
1. Choose one brand that you want to focus on. You must write a short essay (about 1 to 1.5
pages) in which you evaluate the brand.
QUESTION 2
2. Read the two case studies about Starbucks from the links provided. Then, answer the
following:
2.1. Compare Starbucks’ brand strategy with the model by Pathak and Pathak-Shelat (2017) as
explained in your learning material. Show how Starbucks meets or does not meet each of the
evaluation points.
2.2. Look at Starbucks’ Instagram page (@starbucks). What can you tell about how followers
talk about the brand (this is called social word of mouth or sWOM)? Describe the emotions or
thoughts that people share about Starbucks on Instagram.
QUESTION 3
3. Answer both parts of this question.
3.1. Write a short essay (no more than 400 words) explaining why it is important for a brand to
stay consistent across all the places where customers experience it (called touchpoints). In your
essay, talk about the different kinds of contact points companies should think about.
3.2. Brakus et al. (2009) described four types of brand experiences. Name and explain all four.
Also, give examples of each type to show how they work in real life.
QUESTION 4
4. You are a brand strategist and your task is to help a big company increase awareness of their
brand. You decide to use content marketing by writing blog posts that show the benefits of the
company’s products. Explain the following:
4.1. What is content marketing and why will it attract people to the blog?
4.2. Why is content marketing a better choice for this goal than brand journalism?
4.3. Describe five different types of content you would post on the blog. Explain what each one is
and why it’s useful.
QUESTION 5
5. Answer both parts of this question.
5.1. Holt (2012) said that cultural branding helps companies build strong brands by connecting
with the beliefs and culture of their target market. Write an essay (about 400 words) to explain
why this approach is useful today. In your answer, explain:
What cultural branding is
How it works in real businesses
Give two real examples of companies that have used cultural branding successfully
5.2. What makes a brand “iconic”? Explain clearly what defines an iconic brand and why such
brands are powerful in the world of business.
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