DLBDSEIMB02 International Brand Management
EXAMINATION OFFICE IU.ORG ADVANCED WORKBOOK Assignments for DLBDSEIMB02 – International Brand Management
Please ensure the validity of these tasks in the course on myCampus.
WORKBOOK ASSIGNMENT 1: Choose a product category and compare a private label and manufacturer’s brands. Explain what the manufacturer’s brand signals to consumers and how this would encourage them to prefer it over the private label brand.
WORKBOOK ASSIGNMENT 2: Choose a brand that actively uses its country of origin in its marketing activities in your country and analyze how effectively it does so.
WORKBOOK ASSIGNMENT 3: Choose a brand. Identify all its brand elements and assess their ability to contribute to brand equity according to the choice criteria outlined in Unit 2.
WORKBOOK ASSIGNMENT 4: Choose a B2B company and a B2C company. Compare their brand architectures, highlighting the differences according to Aaker and Joachimstaler’s brand relationship spectrum.
WORKBOOK ASSIGNMENT 5: Examine Nivea’s current product range. Based on the fact that the original product was a skin cream, discuss why, in your opinion, the brand extensions have been carried out and the reasons for their success.
WORKBOOK ASSIGNMENT 6: What is your opinion of brands participating in social activism? Relate your answer to the context of Corporate Social Responsibility and consumers’ expectations of a brand. Page 1 of 1