COM2612 Brand Communication Assignment 3 Portfolio Semester 1 2025 | UNISA

Introduction

This portfolio explores key concepts in branding and marketing communication, offering a detailed evaluation of a selected brand and its strategic efforts. In Question 1, I examine a brand by looking at its image, slogan, personality, communication tools, and customer touchpoints. The aim is to understand how the brand builds its identity and maintains customer engagement. In Question 2, I analyse Starbucks' brand strategy using the Pathak and Pathak-Shelat (2017) model, and I also explore how social word of mouth (SWOM) shapes public perception through Instagram. Question 3 highlights the importance of brand consistency across all contact points and introduces Brakus et al.'s (2009) four types of brand experiences. In Question 4, I explain how content marketing can help raise brand awareness and offer blog content ideas. Finally, Question 5 focuses on cultural branding and the power of iconic brands. Each section combines theory with real-life examples to reflect applied learning.

Question 1: Woolworths South Africa Brand Evaluation Essay

Introduction

A brand is the identity of a product, company, or service that includes its name, logo, design, and the overall experience it offers to customers. A brand image is how people see and feel about the brand. The slogan or tagline is a short phrase that captures the brand's promise or message. Brand contact points are the different ways customers engage with the brand could be as in a store, online, or through advertising. A brand's personality refers to the human traits the brand expresses, like being friendly or professional. The brand purpose is the reason the brand exists beyond just making money. The type of brand describes what the brand offers-like a product, service, or personal brand. Integrated marketing communication (IMC) means using different channels like social media, TV, websites, and print to send a clear and consistent message to customers.