NMIMS Global Access School for Continuing Education

[NGA-SCE]
COURSE: BRAND MANAGEMENT
Internal Assessment Applicable for June 2024 Examination [ Sem-3]

Answer 1:
INTRODUCTION
To make the world understand and create a cohesive, recognizable image of the business brand
elements are required. These elements are the unique aspects of your brand and help to identify and
differentiate your business from that of others like the brand name, logos and symbols, URLs,
characters, jingles, slogans and packaging. For Mr. Smith's artisanal coffee roastery and café these
brand elements will both enhance the brand awareness and facilitate the formation of strong,
favourable, and unique brand associations. The café being situated in a bustling urban area known for
its vibrant cultural scene and appreciation for speciality coffee it has a tremendous opportunity to
engage a diverse clientele through well-chosen brand elements. In this paper we'll discuss the best
suitable brand elements for the café as well as the key criteria's for selecting the elements.

CONCEPT AND APPLICATION

As a lot goes into creating a strong brand, from recognition recall to awareness and imagery. And as a
Brand Manager for Mr. Smith's artisanal roastery and café I suggest him the given brand elements:
BRAND NAME: The brand name should evoke the essence of artisanal coffee, uniqueness and quality.
For example: - Refined Roasters
TAGLINE: Creating a short memorable phrase that captures the brand's promise. For example: - The
aromatic cup of coffee
SLOGAN: Remarkable experience with a remarkable taste

BRAND LOGO: Designing a logo that reflects the brand's personality. Like
BRAND URL: refroast.coffee/mybean
PACKAGING: The packaging should be visually appealing and informative. Using earthy tones, natural
textures and eco-friendly material will help make it stand out from that of competitors.
These following elements were chosen keeping in mind the criteria behind each one of them:
1. Memorable: When coming up with brand elements it is important to note that they are both
easily recognisable and easily remembered. The elements suggested above for Mr. Smith's
roastery and café are serving the same purpose and are more likely to stay within the customer's
subconscious. The name being descriptive in nature itself captures the central theme of the
product while the shades of brown in the logo are easy to relate to the colour of freshly roasted
coffee beans, the tagline and the slogan are simple but effective and the packaging can be
designed to match aesthetically with the theme of the brand making it easier to identify.

2. Meaningful: The elements being meaningful benefits the brands in some way. Having a story or a
certain descriptive meaning behind the elements helps to ground a brand in a consumer's world,
make the brand resonate with the audience and make it more reliable. In the above-mentioned
elements the brand name, tagline, slogan, there's an added meaning that suggests the category of
the product, benefits supplied and needs satisfied. The colour and design of the logo suggests
qualities like reliability, approachability, confidence and friendship while expressing an earthy and
grounded vibe.

MEMORABILITY

MEANINGFUL

LIKABILITY

TRANSFERABILITY

ADAPTABILITY

PROTECTABILITY

3. Likable: How well a brand element is designed or written in the eyes of the customers is what
likability means. Are the elements visually and verbally likeable? Well in Mr. Smith's case they
definitely are. With the brand name, slogan, tagline and URL clearly indicating what the brand has
to offer resulting in reducing the burden on marketing communications to build brand awareness
and link brand associations and equity. The logo and packaging on the other hand are
aesthetically pleasing and interesting which will instantly make them go for the brand and
distinctive experience that the café has to offer.
4. Transferable: The elements should be decided keeping in mind the future line of new products or
say category extensions, this is what is called transferability. The brand equity across the
geographic boundaries and market segments should also be considered and to a certain extent
this depends on the cultural content and linguistic qualities of the brand element. The brand
name and other elements are selected in a way so that if Mr. Smith ever decides to have multiple
extensions they can be transferred across extension lines but will be recognisable.

5. Adaptable: With time there's a greater possibility of changes occurring in consumer preferences,
choices or value. Therefore, while deciding your brand elements it is wise to plan for longevity.
Picking up a suitable name or font style or colour scheme decides on what makes one element
such as the logo designed for the café unique and have that threaded throughout the rest of the
brand.
6. Protectable: At the end after designing all the elements that make up a brand it is essential to find
protection for your brand. For that Mr. Smith would be required to register and trademark his
brand to offer his brand defence against the competitors. With protection brand elements cannot
be copied exactly. A legally protected brand is saved from unauthorized use of patents,
trademarks, and copyrights.

CONCLUSION
As it is said that it is hard to change the first impression. Once people form an initial impression of
your organisation, it can be very difficult and costly to rebrand. Hence getting your brand
elements right the first time are crucial. The first three are; memorability, meaningfulness and
likeability are all an offensive strategy that help to build positive brand equity.
Here, brand equity refers to the value that derives from how the brand is perceived by the
consumer. The other three aspects transferability, adaptability and protectability are known as
defensive strategy. This is because they can all be used to leverage and maintain brand equity. Mr.
Smith should go through all the above-mentioned criteria and allow himself to remain relevant in
the dynamic world as all of them are essential when building up a brand.

Answer 2:
INTRODUCTION
Brand positioning refers to how a brand is perceived in the minds of the consumers in relation to its
competitors in the marketplace. Positioning strategies play a crucial role as they help differentiate a
brand from its competitors, create a unique image and identity in the consumers mind, target specific
consumer segments effectively and also build a strong emotional connect with its consumers. As Mr.
Smith's artisanal coffee roastery and café is located in the bustling urban area known for its vibrant
culture and appreciation for speciality coffee it is critical to opt for a positioning strategy that helps it
to stand out from its competitors in the market area.

CONCEPT AND APPLICATION

Different positioning strategies that can be applied to make the brand stand out from its competitors
are:

1) Positioning strategy based on product characteristics and consumer benefits: Every product
has certain characteristics given by the brand which aims at creating associations. The
positioning strategy based on the characteristics of the product and consumer benefits
involves identifying and highlighting key features of a product that are relevant to consumer's
needs and preferences. By emphasizing these attributes in marketing efforts, brands aim to
create a distinctive and desirable image of their product in the minds of consumers,
positioning it as the best choice in terms of meeting their specific requirements and delivering
valuable benefits.
2) Positioning strategy based on pricing and quality: Price and quality-based strategy includes
positioning a brand in the market by emphasizing the relationship between its price point and
the quality the brand offers. The main focus of this strategy is on communicating to consumers
that the product provides a high level of quality relative to its price, thereby creating a
perception of value for the customer. By highlighting both the competitive pricing and high
quality of the product, companies seek to differentiate themselves in the market and attract
consumers who are looking for a balance between affordability and quality.

3) Positioning strategy based on use or application: A positioning strategy based on the use or
application of the product involves highlighting how the product can fulfil specific needs or
serve particular purposes for the consumers. By emphasizing the practical application or uses
of the product brands aim to position it as a solution to a particular problem or as a tool that
can enhance the user's life in a specific way. This approach involves tailoring marketing
messages and product features to resonate with the target audience's intended use of
product, thereby creating a strong association between the product and its practical utility in
the minds of consumers.
4) Positioning strategy based on product process: This strategy involves the highlighting the
unique production methods, technology, or craftsmanship involved in creating the product. By
showcasing the innovative processes or techniques used to manufacture the product,
companies can differentiate themselves from competitors and emphasize the quality,
reliability, or uniqueness of their offering.
5) Positioning strategy based on product class: It involves positioning a product by associating it
with a particular category or class of the products in the market. It aims to communicate to
consumers where the product fits within the broader product landscape and how it compares
to other products in the same category.

6) Positioning strategy based on cultural symbols: A positioning strategy based on the cultural
symbols involves leveraging cultural references, symbols, or values to position a product or
brand in a way that resonates with specific target audiences. By incorporating elements such
as language, symbols, traditions, or lifestyles that are meaningful to a particular culture or
subculture, brands can create a connection with consumers on a deeper emotional level.
7) Positioning strategy based on competitors: This particular approach involves strategically
differentiating a product or brand by emphasizing its unique attributes, benefits, or values in
comparison to its competitors. By identifying the strengths and weaknesses of key competitors
in the market, brands can position their offering in a way that highlights its superiority,
distinctiveness or better fit with the needs of the target audience.
For Mr. Smith's artisanal coffee roastery and café I would recommend a blend of positioning
strategy that is based on the characteristics of the product and benefits associated with it as well
as the price-quality approach. By focusing on high quality, handcrafted coffee products with
unique flavours sourced mainly from sustainable farms around the globe as well as offering a
diverse range of products than from the competitors like single origin coffee beans, handcrafted
beverages, pour over coffee, speciality teas and locally sourced pastries along with a café space
perfectly designed for the consumer with an aesthetically pleasing interior, cozy atmosphere,
comfortable seating areas to relax and chill while enjoying their coffee and snacks, we can attract
customers looking for a premium coffee experience. At the same time offering these products at a
competitive price point with exceptional quality standards will ensure that our offering remains
accessible to a broader market. This dual positioning strategy approach can help us stand out in
the competitive market, appeal to coffee connoisseurs, attract price and quality conscious
customers, ultimately driving both sales and brand loyalty.
 CONCLUSION
While a lot of time is devoted in developing the product, only a few brands think about how their
product is going to perceived in the minds of the consumers when it's there in the market.
Positioning is all about understanding and figuring out the right strategy which will help the brand
to deliver a clear and consistent message about its offerings, which can lead to increased brand
awareness, customer engagement and ultimately, higher sales and market share. Along with this a
well-designed brand position helps to crate emotional connections with consumers, influencing
their purchasing decisions and building long term relationships. By opting the best suitable
positioning strategy Mr, Smith can effectively communicate the unique value proposition of his
brand, stand out from his competitors in the market and establish a sustainable competitive
advantage.

Answer 3 a):
INTRODUCTION
Promoting a brand is none other than a set of marketing strategies used to communicate the value of
a product or service to target consumer with an aim of increasing brand awareness and drive sales
volume. For promoting Mr. Smith's artisanal coffee roastery and café I as a brand manager would
suggest various activities such as advertising, public relations, social media promotion, influencer
marketing and other different promotional efforts to construct a positive brand image in consumers
mindset.

CONCEPT AND APPLICATION

For Mr. Smith's artisanal coffee roastery and café here are several effective strategies, I as a Brand
Manager would adopt to promote the business: -

1) Social media and Content Marketing: leveraging social media platforms like Instagram,
Facebook, twitter etc. to connect with consumers, increase brand visibility and drive
encouragement. Alongside creating valuable and authentic content about the brand and its
 offerings to engage with the target consumers of the artisanal coffee roastery and café i.e. the
office workers, tourists and local residents.
2) Influencer marketing: Collaborating with the influencers or key individuals in the industry is
widely used promotion strategy used in today's world as it has a tendency to create huge
impact on the consumer's mindset about the product or the brand. And, hence it would be
great for Mr. Smith to collaborate with local influencers to create awareness about the
business.

3) Advertising and Public Relations: For making the brand reach a wider audience I would
recommend utilizing various channels of advertising like online platforms, television, radio,
print, etc. In addition to this media coverage, press releases, and other PR events and
activities can help manage communication between the brand and its consumers.
4) Email marketing and SEO: To keep the customers engaged timely newsletters and
promotional emails can be send to inform them about the brand's vision and its offerings.
Similarly, SEO will help to optimize the online presence of the artisanal roastery and café
which will improve its search engine rankings and increase the visibility of the brand to its
prospective consumers.
5) Events and sponsorships: participating in events like local food and beverage festivals or
sponsoring the events taking place in the locality will increase the brand visibility. Mr. Smith
can also host exclusive tasting events to introduce unique coffee blends that the café has to
offer which will again help increasing the customer engagement.
It is essential to keep in mind that a well-rounded approach that aligns with Mr. Smith's brand
and resonates with its target audience will yield the best possible results.

CONCLUSION
Choosing the right set of promotional activities for a business is critical because it directly impacts the
overall success and effectiveness of the brand's marketing efforts. A well-chosen promotional strategy
will help Mr. Smith target the right audience, build awareness of the artisanal coffee roastery and
café, differentiate it from that of its competitors, enhance the customer engagement and drive sales
volume, support position the brand and maximize the return on investment. Hence, selecting the
right promotional strategy is essential for optimizing brand visibility, engagement and drive success.
Answer 3 b):
INTRODUCTION
Point of parity refers to the attributes or benefits that are shared by competing products or services,
and are considered essential for a product to be considered a legitimate competitor in its category. On
the other hand, a point of difference is what sets a product or service apart from its competitors in
the eyes of the consumers. Addressing points of parity ensures that a business meets the basic
expectations of customers, while the points of difference can attract and retain loyal customers.

CONCEPT AND APPLICATION

Let's identify the points-of-parity and points-of-difference of Mr. Smith's artisanal coffee roastery and
café compared to its competitors present in the market targeting the similar audience as his brand.
Points-of-parity:
1) High-quality products: Like our competitors we offer high quality premium products, the
coffee beans are sourced directly from the farmers and are roasted and brewed through high
quality methods.
2) Variety of options: Our artisanal roastery and café serves its customers with a variety of
options from its single origin beans to pour over coffee to handcrafted beverages to speciality
teas as well as locally sourced pastries and snacks.
3) Cozy and welcoming ambience: We offer our customers with a cozy and welcoming café
ambience with comfortable seating area to relax and enjoy their drinks.

Points-of-difference:

1) Unique and exclusive coffee blends: Our café offers exclusive coffee blends; the coffee beans
are directly sourced from sustainable farms across the globe, lesser-known region offering a
distinctive flavour profile.
2) Brewing methods: We offer a variety of customized coffee brewing methods to cater to
different individual preferences. The different blends that the brand offers are specifically
brewed in a way to best suit its customers like the pour over coffee which is made to order
using precise brewing methods and freshly ground beans.
3) Sustainability focused: Mr. Smith's coffee roastery and café implements a sustainability
approach by supporting local farmers, committing to fair trade practices and ethical supply
 chain in sourcing coffee beans as well as using eco-friendly packaging to hold environmental
responsibility.

CONCLUSION
The key to branding success is to establish both points-of-parity and points-of-difference. Like its
competitors Mr. Smith's artisanal roastery and café offer high quality coffee sourced from premium
beans and provide a cozy ambience to its customers. What sets the brand apart is its focus on
sustainability and direct relationship with the farmers, environment friendly packaging, its unique
coffee blends and the personalised coffee brewing methods. This identification of the POPs and PODs
of any business helps in competitive positioning, targeting the right market, product development
and building the brand identity.

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