Description
EXAMINATION PAPER
Faculty of Business and Law
Trimester 3 2021 Examination
Unit Code:
Unit Name:
Exam Name:
Maximum Word Count:
Anticipated writing time:
MMK280
BRAND MANAGEMENT
Open-book Take Home Online Exam
2,000 words
TWO (2) HOURS
Special instructions for Candidates:
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This examination is OPEN BOOK.
This examination is open for 24 HOURS. Within this period you can select when you complete the
exam.
This examination constitutes 40% of your assessment in this unit. A hurdle requirement applies,
which means you must pass the final exam in order to to pass this unit.
This examination comprises two parts. You are required to answer ALL FOUR (4) questions in part A,
and only THREE (3) out of four questions in part B.
Part A is worth 16% of your final assessment, and is based on a case study entitled ?Estonia: It?s
about Time?. The case study is provided as a separate document. The three questions you choose to
answer in part B are each worth 8% of your final assessment, being a total of 24% of your final
assessment. The combined total of Part A and B is 40% of your final assessment grade.
Save your exam response on your computer using the file name: student ID, unit code and the unit
name, for example: 216123123_MMK280_Brand_Management
Record all answers in the spaces provided below for each question and upload the .docx to the Exam
Submission Dropbox on the CloudDeakin unit site.
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MMK280: Brand Management T3 2021 EXAMINATION
MMK280: BRAND MANAGEMENT
T3 2021 EXAMINATION
Part A: Case Study: Estonia
(16 marks, four questions, approximately 200 words per question. You are required to answer ALL
FOUR (4) questions in part A.)
Question A.1
Evaluate the branding strategy for Estonia and how this served to build brand equity, focusing
particularly on the sources of brand equity and drawing from the theoretical framework of the brand
resonance model (4 marks).
Write your answer here.
Question A.2
Discuss the types of points of parity associations that are relevant for a brand strategy of a country
such as Estonia targeting tourists. Discuss how and why they used the positioning of ?It?s About
Time? for Estonia. Include in your answer a discussion of the intended target audience, points of
difference and the target audience?s frame of reference (4 marks).
Write your answer here.
Question A.3
Identify any two branding elements used in the case study on branding Estonia and evaluate the
suitability of each of these two branding elements based on their effectiveness in building brand
equity. Consider your target market and criteria for choosing brand elements in your discussion (4
marks).
Write your answer here.
Question A.4
Using the information provided in the case, identify any existing secondary brand associations that
are being leveraged, and explain how they use either a commonality strategy or a complimentarity
strategy (4 marks).
Write your answer here.
– EXAM CONTINUES WITH PART B ON FOLLOWING PAGE Page 2 of 3
MMK280: Brand Management T3 2021 EXAMINATION
Part B: Long answer questions
(24 marks, three questions, 8 marks per question, 400 words maximum per question. You are required
to answer ONLY THREE (3) out of the four questions in part B.)
Question B.1
Pick and describe a brand of a product with a substantial service component. In your description,
objectively discuss the most important branding elements and relate these to the service aspect of the
brand (being more subject to variation in quality, and intangible, and so on).
Write your answer here.
Question B.2
Many brands are adopting or creating associations around sustainability. Pick two non-competing
brands (i.e. in two different industries) and discuss why they have introduced sustainability, and
describe what they did. Evaluate how this has improved their brand equity and firm performance.
Write your answer here.
Question B.3
Identify a consumer packaged goods company with multiple brands, and discuss how the brand
portfolio of this company is able to maximize its brand equity. Pay particular attention in your
discussion on the roles of the various brands in the portfolio.
Write your answer here.
Question B.4
A key challenge that modern marketers face is the ongoing balancing act between cultivating the
brand value they currently have, versus strengthening their sources of brand equity. Using Simplot?s
brands from the group assessment (e.g., AT2, brands included John West, Edgell, Leggo?s or Birds
Eye), discuss two examples of how one of these brands has addressed this challenge OR alternatively
provide two recommendations to address this challenge.
Write your answer here.
–
END OF EXAMINATION Page 3 of 3
08/01/2022, 07:20
Case Study: Visit Estonia | The Branding Journal
CASE STUDIES
Case Study: Visit Estonia
By Ryan Tym
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Updated on December 8, 2021
Reading Time: 6 minutes
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Supported by European Union Regional Development Fund, Visit Estonia is the
Estonian Tourist Board, responsible for promoting Estonia as a tourism destination
to the world.
In 2020, the organization approached the branding agency Lantern to develop a
new brand strategy and story for positioning and promoting the nation to potential
visitors. The visual elements of the brand identity remain the same, but they are
now underpinned by an experience-led message that gets to the heart of what
Estonia is all about.
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Case Study: Visit Estonia | The Branding Journal
Challenge: A Paradise Lost
Estonia has everything to offer ? with breath-taking nature at its fingertips, a
vibrant cultural scene, and some of the most gastronomically diverse dishes in
Europe, it is worthy of anyone?s bucket list. As the world?s most digitally advanced
society, it is home to some of the most innovative tech business start-ups.
But research suggests that the nation and the many places within it are relatively
unknown to travelers. Therefore, the agency was brought on board to shout out
about Europe?s best-kept secret and provide Estonia with a big story to tell.
Strategy ? Uncovering the Naked Truth of a Nation
Lantern developed an experience-led strategy to focus on what makes Estonia
special. They did this by delving deep under the skin of the country, immersing
themselves in the lives of its people and culture.
The strategy started with an in-depth audit, where findings from border surveys
and feedback from international markets were gathered. This formed the basis of
the agency?s strategic storytelling for Estonia and positioning as an experience-first
destination.
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Case Study: Visit Estonia | The Branding Journal
Afterward, the agency consulted with Estonian nationals, speaking to the country?s
national and regional marketing teams and the wider community, including
restaurateurs, tour guides, entrepreneurs, residents, and immigrants.
These conversations led Lantern from the boardroom to the nation?s boggy
boardwalks, as they fully immersed themselves in true Estonian life ? to experience
first-hand the culture of a nation.
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Case Study: Visit Estonia | The Branding Journal
It took them bog-shoeing with a nature lover, who spoke passionately about the
power of the landscape.
It led to a conversation with one of the country?s best restaurateurs, who explained
the recent, rapid culinary transformation within Estonian culture. It ended with
listening to an expat entrepreneur bare all about life in Estonia while sitting naked
in a smoke sauna.
Put simply, the agency went the extra mile to understand the place better. Like this,
they were able to build a strategy and story for Estonia that not only reflected the
desires of future travelers but also resonated with the Estonian community itself.
A Paradise Lost: Repositioning Estonia as an ExperienceFirst Destination
The immersion led to developing a brand strategy that helped uncover common
ground among its visitors and instill an emotional connection to the country.
Lantern did this by focusing on three distinct passion points: nature, culture, and
food.
Nature: Inspiring stories that connect the outdoors, the local culture, food,
and people within rural communities.
Culture: Inspiring experiences from the local cultural scene and lifestyle.
Food: Flavours based on local ingredients and dishes.
Lantern wanted the messaging to target the essence of a traveler?s dream: ?relaxing
in a smoke sauna, canoeing in the fifth season, listening to wolves howl, joining the
world?s biggest choir, foraging for your dinner?.
And instill magic in the brand language: ?uncovering forgotten landscapes from a
lost age?, ?explore a living timeline of islands and coastlines?, ?discover time travel
down medieval streets?, ?taste the world in a weekend?.
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Case Study: Visit Estonia | The Branding Journal
Estonia. It?s About Time
As discussed, Estonia?s strategy was built on the powerful experiences it offers
across the passion points: nature, culture, and food.
Its story harnessed a quality that very few places have to offer ? time.
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Case Study: Visit Estonia | The Branding Journal
It is the thing that people have the least. Time is precious. Visit Estonia?s new vision
is about helping people make the most of their time while they were there and to
experience those powerful connections to its people and places in an authentic
way.
Through the immersion strategy, it became clear that Estonia has a unique ability
to flex space and time. With everything in proximity from remote beaches to
vibrant cities, there is something for everyone to enjoy and enough time to do it in.
Its experiences can also be tailored to the needs of visitors ? whether it is
wandering through ancient forests or soaking up the energy of Tallinn.
This focus on time most importantly reflects what Estonia is about in its truest
sense ? from their long summer nights and magical fifth season that sits between
winter and spring and their fusion of the old and new, Estonia is all about time.
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Case Study: Visit Estonia | The Branding Journal
What?s Next
The agency?s work with Visit Estonia initiated a long-term strategic shift in
promoting the country?s touristic experiences ? above and beyond its destinations.
The brand strategy and story were implemented in 2020 and will be embedded in
all aspects of the organization.
Lantern continues to work with the team to educate and encourage state agencies,
tourism representatives, and the nation?s residents to embrace this emotive
approach to storytelling and become advocates and ambassadors for the brand.
?Emotional storytelling is one of the hardest tasks a destination can face. We
asked Lantern to craft something so full of feeling, but at the same time so real,
that it stays with our audience long before and long after they experience our
nation. Estonia is a one of a kind place ? and Lantern managed to craft a story so
magical, but so true, that you?ll have no choice but to visit us!?
Heili Klandorf-J?rvsoo, Head of Tourism Marketing, Visit Estonia
Conclusion
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Case Study: Visit Estonia | The Branding Journal
The new strategy and story prove the importance of in-depth immersion into a
destination ? enabling the agency?s team to unearth stories about Estonia?s nature,
culture, and food by experiencing them first hand. This approach of living like a
local ensured they truly understood what makes Estonia so special ? and so unique
? resulting in storytelling that gives people goosebumps. Finally, this hidden gem
of Europe will be firmly placed at the top of bucket lists across the globe.
Interested in another case study on how to brand a nation? Take a look at our Peru
case study!
About the Author
Ryan Tym is the founder and director of the branding agency Lantern. After presenting
his work with the European Travel Commission, he impressed Visit Estonia who were in
a need of a new tourism theme strategy and story.
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08/01/2022, 07:20
Case Study: Visit Estonia | The Branding Journal
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One Comment
Tom says:
July 3, 2021 at 00:57
Very interesting ? thanks for sharing!
Reply
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Case Study: Visit Estonia | The Branding Journal
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