Coursera

Brand Management All Week Assignments

Learning Updates 1/15/22 Free File

 Coursera Brand Management: Aligning Business, Brand and
Behaviour
Week 1 Peer-Graded Assignment Answers
100% Correct Answers

Project Title* India's White Revolution - Amul

PROMPT

Choose your organization or, if you are not employed, a brand you
are particularly interested in and do the “brand bar stool test”: Ask 3-
5 people who know the brand (e.g., colleagues at work or
family/good friends if you are not employed) to describe the brand in
a single or a maximum of two concepts. Warm them up with the
brand guessing exercise from the “Brand Identity & Brand Image”
video, where Volvo = SAFE and Disney = MAGICAL. Do people have a
clear sense of what the brand stands for?

Please reflect on what you learned doing this exercise in just a few
sentences. You need to submit at least 100 words to pass this
assignment.

Ans.
'AMUL' being a popular household name in India as well as in Indian
education system was introduced nearly 75+ years ago during the
White Revolution in India. Milk is a necessity-driven product and one

1|Page
Coursera Brand Management
where there is hardly much scope to modify/alter to make it better -
other than improving the process of pasteurization to optimum
levels. In a diverse market such as of India, the simple way to boost
the sales of a necessity-driven product is distribution. As long as the
product is available in close proximity, it steals the show - one
wouldn't go out of the way to purchase a packet of milk just because
it is a better brand, especially in the masses. Yet, it is quite
interesting to see a brand enjoy leading market share even after 7
decades. Amul did have an edge over other brands at it is the first
brand to emerge as a result of a turning point in Indian history. The
unique selling point is that it is a co-operative venture which involves
more than 3.5 million dairy farmers. It's tagline The Taste of India'
represents an association to the country and thus resides in the
minds of the citizens of India. Plus, it's famous mascot, The Amul Girl
is recognized by everyone in India, equally popular as the Pillsbury
Doughboy mascot in US. Even With attractive marketing strategies,
portfolio advertisements, all associating with the 'taste' that Amul
provides, has really set a brand image and positioned the same
across its other segments ranging from butter/cottage cheese to ice-
creams/chocolates. Amul definitely passes the Brand Identity &
Brand Image bar stool test, as every person questioned associates it
with either 'TASTE' or 'DELICIOUS' [another campaign by AMUL for its
butter segment has a tagline 'Utterly Butterly Delicious..AMUL].

PROMPT
Choose your organization or, if you are not employed, a brand you
are particularly interested in and determine what differentiates the
brand from its nearest competitor. Is the most important reason one
might choose the brand is because it has a lower price? Or are there
significant functional-performance or service-level differences? Or is

2|Page
Coursera Brand Management
it mostly something about the customer experience at different
stages of the customer journey (e.g., during purchase, usage, after-
sales service)? Look at the 3E’s video again, if you are unclear about
this.

Please reflect on what you learned doing this exercise in just a few
sentences. You need to submit at least 100 words to pass this
assignment.

Ans.
When it comes to pricing, Amul has competitive prices in the market.
There are a lot of competitor brands at national level and also local
competitors that are growing. Some of these are premium dairy
segments such as Mother Dairy, Milky Moo, Milk Mantra, while some
have lower prices than Amul such as Nandini, OMFED, Dudhsagar.
In terms of packaging, the premium brands definitely give a
competition to Amul. In terms of pricing, there are other quality
brands which have lower prices than Amul. Yet, Amul supersedes in
the market majorly due to it's awareness and consideration in the
market. Amul's marketing techniques are extremely efficient as they
continue to amaze customers even in traditional media such as Out
of Home by simply painting relevant and humorous topics that are
trending. By doing so, they again target brand association with the
customers. At each stage, beginning from Efficiency (building the
brand for masses by the cooperative venture), following by
Effectiveness (Providing quality products in dairy segments) and
Efficiency (Targeting brand association with the masses), they have
managed to have a memorable consumer experience.

3|Page
Coursera Brand Management
 Coursera Brand Management: Aligning Business, Brand and
Behaviour
Week 2 Peer-Graded Assignment Answers
100% Correct Answers

Project Title* What Acko offers in Insurance is the exactly

what Starbuck does to Coffee! - A Promise

PROMPT

Design a Brand Experience

Look at the worksheet on slides 29 and 31 from the video “Designing

brand experiences, part 2”. Think of the brand promise (this was the
“Bar Stool Test” in the To Do from Module 1) for one of your own
brands or, if you are not employed, a brand you are particularly
interested in. Select a single moment-that-matters along the
customer/consumer journey – e.g., making a payment, complaint
handling, usage, communications, social media, contract renewal –
and describe how you can better bring the brand to life.

Please reflect on how your idea will improve the delivery of the
brand promise in just a few sentences. You need to submit at least
150 words to pass this assignment.

Ans.
A brand promise is a value or experience a company's customers can
expect to receive every single time they interact with that company.

4|Page
Coursera Brand Management
A good example of a brand with a consistent brand promise and
brand proof is Starbucks. They are coffee lovers who enjoy spending
time with quality products. Employees are friendly and quick, and
the atmosphere is inviting with modern furniture, relaxed music and
pleasant aromas.

Furthermore, their range is the same all over the world. In addition,
they are likely to behave responsibly towards people and the
environment. And, most notably, they communicate their brand
promise everywhere in exactly the same manner - not just in the
stores, but also on Twitter, Facebook, the corporate website,
everywhere. They are welcoming, provide a fast service and are
passionate about coffee.

Online insurer Acko General promises 3-day claim guarantee (India)

ACKO Insurance's latest 'Time Nahi Lagega' campaign shows
superfast claim settlement process, which asserts ACKO Insurance
has launched its latest marketing campaign titled, "Time Nahi
Lagega" to highlight ACKO's superfast claim settlement process that
ensures a superior customer experience. It is based on the insight
that people perceive the typical insurance claim journey to be a
time-consuming, complicated process that involves a lot of
paperwork. The campaign counters this perception and depicts the
speed with which ACKO settles claims as a key differentiator by
comparing it with situations occurring in daily life. ACKO's previous
ad campaign "Insurance Ke Tedhe Games" focused primarily on the
three customer benefits of zero commissions, which means lower
premiums, no paperwork involved in buying and filing a claim and
the 3-day car repair and doorstep delivery.

5|Page
Coursera Brand Management
 Coursera Brand Management: Aligning Business, Brand and
Behaviour
Week 3 Peer-Graded Assignment Answers
100% Correct Answers

Project Title* 3 B’s - McDonalds

PROMPT

3B Alignment Exercise

If you are currently employed, look across your written codes or

guides of behaviour. If you are self-employed, you may not have
these written down, so this might be an opportunity for you to do so.
Alternatively, go to a different organization’s website and try to find
this type of information:

1. On the business side, what are the vision, and purpose or

mission?
2. On the brand side, what is the “brand promise”? This may be
stated in a slogan or in a customer-facing advertisement,
website, or brochure.
3. On the behaviour side, what are the “core values” or
“principles”? Some organisations also have an Employee Value
Proposition (EVP), a competency framework, a leadership

6|Page
Coursera Brand Management
 model, or some kind of “our ways of working” model, if this is
available.

Each of these codes or guides have their own particular use, so they
will not be the same. But they are also general guides to behaviour.
Ideally, therefore, they should be connected in some way and
support each other.

To what degree do you see an alignment between the codes or

guides across business, brand and behaviour?

Please reflect on what you learned doing this exercise in just a few
sentences. You need to submit at least 200 words to pass this
assignment.

Ans.
I went through the website of McDonald's, saw the movie "the
Founder" and did a little research on McDonalds' mission, vision, its
brand promise, its core values and what alignment I see across all
these aspects. " Our mission is to make delicious feel-good moments
easy for everyone." - McDonald's website says. While their core
values include- serve, inclusion, integrity, community and family.
McDonald's in a restaurant which everyone one of us finds
affordable, speedy, having a range of choices and also providing a
fee-good and welcoming experience with the ambience, and the
food. McDonald' have divided their focus in four areas: -

1. top food quality, sustainable and secure food

7|Page
Coursera Brand Management
2. driving climate action, reduce emissions in their restaurants,
bringing up solutions to reduce waste
3. connecting to communities-supporting people, donating meals to
the needy
4. Generating employment- provide opportunities to improve skills,
and get education.

I strongly feel the 3 B's- business, brand and behaviour, and the
mission and core values they revolve are strongly aligned- with the
mission that Ray Croc had in mind and the path that today's
McDonald's CEOs are leading the brand towards. Their passion for
quality, service and value have long been maintained by committing
to the core, focusing on the digital foundation, home delivery and
drive throughs.

8|Page
Coursera Brand Management
 Coursera Brand Management: Aligning Business, Brand and
Behaviour
Week 4 Peer-Graded Assignment Answers
100% Correct Answers

Project Title* Assembly Line

PROMPT

Look at the brand practices on slide 21 from the video “Brand

practices, part 3”. For one of your own brands or, if you are not
employed, a brand you are particularly interested in, think of the
brand promise (this was the “Bar Stool Test” in the To Do from
Module 1). Select a single brand practice – e.g., recruitment, on-
boarding (induction), training, reward and recognition – and describe
how you can better bring the brand to life through this. How might
the change you propose better get people to understand and accept
the brand, become advocates and/or ensure that people’s actions
better deliver on the brand promise going forward?

Please reflect on how your idea will improve the delivery of the
brand promise in just a few sentences. You need to submit at least
150 words to pass this assignment.

Ans.
Geico: "15 minutes or less can save you 15% or more on car
insurance." This brand promise has become the basis of Geico's
entire marketing strategy, leading them to the top of the auto-
9|Page
Coursera Brand Management
insurance industry. Though a time-based promise can be tricky to
keep, it's easy to measure. Geico has done a great job at maintaining
their image and keeping their promise.

Coors Light: "The World's Most Refreshing Beer" This straight-

forward brand promise is both simple and informative, easily
capturing the spirit of the company in one sentence. While
"refreshing" may mean different things to different people, it's
overall concept for a light beer is generally agreed upon-and an
amount of exaggeration is implied (and accepted) with the claim of
"world's most."

BMW: "The Ultimate Driving Machine" This bold statement is the

driving force behind BMW's brand. They aim to produce only the
most efficient and elegant vehicles and their brand promise states
this with confidence.

Coca-Cola: "To inspire moments of optimism and uplift." Coca-Cola's

brand promise takes a bit of a different route. It does not mention
the product or service, but instead aims to convey a mindset held by
all of those that are a part of the company. With a brand promise like
this, Coca-Cola positions themselves as a lifestyle brand that is about
much more than just manufacturing popular drinks.
Harley Davidson: "We are Harley Davidson." Harley Davidson have
had a number of different brands promises through the years, but all
of which revolve around the simple fact that there is nothing like a
Harley. The cultural icon needs little explanation, and so their most
recent brand promise doesn't attempt to be anything but simple and
to-the-point, promising a consistent experience with their company
every single time.

10 | P a g e
Coursera Brand Management
 Coursera Brand Management: Aligning Business, Brand and
Behaviour
Week 5 Peer-Graded Assignment Answers
100% Correct Answers

Project Title* Learnings from the Course

PROMPT

Think about what you've learned in this course. Please pick the three
main concepts that you'll be taking away from this course. For each
concept, provide a short description and specify why you think this
concept is important. (Aim for 300-500 words.)
Ans.
1. Brand Identity: In retailing world, different brands vary in the
power and value they command. Some brands are very popular and
have high level of awareness in terms of name recall and recognition
while others are entirely unheard by the people. Aaker defines brand
identity as "a unique set of brand associations that the brand
strategist aspires to create or maintain. These associations represent
what the brand stands for and imply a promise to customers from
the organization members". According to me Brand identity Concept
is very important as it reflects brand manager's decisions of what he
wants to communicate to its potential customers. However,
overtime, a product's brand identity may acquire (evolve), gaining
new attributes from consumer perspective but not necessarily from

11 | P a g e
Coursera Brand Management
the marketing communications an owner percolates to targeted
consumers.

2. Brand Image: Brand identity describes what the brand is all about,
what its inherent features are and how it is different from other
competing brands while brand image reflects the perceptions of
customers about the brand. Brand image is the sum total of
impressions created by the brand in the consumer's mind. It is based
on the concept that consumers buy not only a product but also the
bundle of associations such as wealth, power, sophistication, etc.
Brand image can be reinforced by brand communications such as
packaging, customer service, promotion, advertising, word-of-mouth
and so on. The image of a brand can lead brand value upwards or
downwards. For instance, when the stock broking agents’ "Reliance'
or coconut oil is 'parachute', its value moves upwards. This shift is
the result of brand name. According to me Brand images concept is
really important as this is evoked by asking consumers the first
words/images (views come to their mind when ascertain brand is
mentioned sometimes called "top of mind"). When responses are
similar, quick or describe the product/experience in some way,
image is said to be strong. In case responses are highly variable, not
quick, or refer to non-image attributes such as cost, it indicates weak
brand image.

3. Brand Position: A brand is the part of the brand identity and value
preposition that is to be actively communicated to the target
audience that sets it apart from the competition. A brand manager
needs to establish communication objectives and plan the creative
execution strategy. The beginning of an execution strategy is the
brand positioning statement. The statement basically describes the
"place" that a brand should occupy in the minds of target customers.
In simple sense, it means how a brandy seen in the market place
12 | P a g e
Coursera Brand Management
focuses on what is unique to the brand. According to be Creating a
unique position in the marketplace involves the careful selection of
target market and establishing clear differential advantages in the
minds of customers. This is achieved through brand image, brand
name, service, design, guarantee, warrantee, packaging, delivery,
etc.

PROMPT

Pick one of the concepts you outlined in question one and choose a
brand that does particularly well in that dimension. Explain why you
chose this brand and provide details and/or examples of how exactly
it does well in relation to the concept. (Aim for 200-300 words.)
Ans.
The Brand Image of McDonald's is quick and inexpensive food. The
food, stores, service; commercials and other such elements
consistently reflect the image of the brand. Additionally, it creates an
image in the minds of customers as affordable food with which
customers are quite comfortable. They know what will be getting
once they come to McDonald's. Brand image can be reinforced by
brand communications such as packaging, customer service,
promotion, advertising, word-of-mouth and so on. The image of a
McDonald's brand leads its brand value upwards compare to its
competitor Burger king or KFC. The brand has managed to create its
image which defines belief and trust. Consumers of McDonald's are
convinced that the brand will deliver satisfactory tasty food within
affordable price. McDonald's has created animagi in the mind of its
customers that if they want to enjoy Burgers in any meals of the day,
their hunger will be satisfied and is a good way to maintain their

13 | P a g e
Coursera Brand Management
Purse and Budget. As a result, consumers mostly go for McDonalds
as the brand is synonymously been associated with trust.

14 | P a g e
Coursera Brand Management
If You Liked the Effort then Hit ‘Subscribe’ for
more Interesting Videos!

YouTube Channel Link: https://www.youtube.com/channel/UCKXtnMcSrAid34MSjxW17gQ/

Telegram Channel Link: https://t.me/learning_updates

Thank You for Trusting Us!

@LearningUpdates

15 | P a g e
Coursera Brand Management