Type : Free text

Question : What is your  definition for brand? After reading the article “Starbucks logo | A brief logo history and what makes it so great!“, write a small text with your own definition of brand? Don’t forget to revise the contents presented in Topic 1 – What is a Brand?

Three coffee aficionados, Jerry Baldwin, Zev Siegl, and Gordon Bowker, came together to create an iconic chapter in coffeehouse history with their humble local coffee bean retailer: Starbucks Coffee, Tea, and Spice


Type : Multiple choice (Multiple answers)

Question : What is a brand?

  1. An idea with intangibles
  2. Tangible to senses
  3. Solves a problem
  4. Based on rational decisions
  5. Lasts as long as the product
  6. It becomes a ritual
  7. Lasts as long as the brand lasts in your mind
  8. Becomes a reputation
  9. Build it into a routine
  10. Based on emotional decisions
  11. Legally protected design
  12. It will be defended


It becomes a ritual

Lasts as long as the brand lasts in your mind

Becomes a reputation.

Based on emotional decisions

It will be defended

Type : Free text

Question : Do you have a personal brand? Let’s find out! Complete the following steps to revise the process of building a personal brand.

  1. Write down your vision (your perception of who you are)
  2. Do a personal SWOT analysis
  3. Identify your audience
  4. Create your visual identity
  5. Communicate your personal brand (the channels where you want to communicate your brand – Facebook, LinkedIn, Blog, Website)

To help you in this process, read the article 7 Steps to building your  best personal brand

Type : Matrix sorting

Instruction: Match the correct concepts

Right Answers:

Brand equity: The accumulated value of a company’s brand assets, both financially and strategically; the overall strength of a brand.

Branding: Any effort or program designed to increase value or avoid commoditization by building a differentiated brand.

Brand audit: A formal assessment of a brand’s strengths and weaknesses.

Brand mantra: Short statement that expresses the core of what that brand represents or the image it seeks to project.

Brand hierarchy: A hierarchy of related brands or brand names, often beginning with a master brand and describing its relationship to sub brands.

Brand portfolio:  A suite of related brands; a collection of brands owned by one company.


Type : Fill in the blank (Select from the list)

Instruction : Fill in the blanks

[Answer 1] is the first step in branding and it involves the identification of the brand space in the market and in the consumer perception.

The planning and implementation of brand marketing programmes involves: [Answer 2]; [Answer 3]; [Answer 4]; [Answer 5].

[Answer 6] is a formal document with general overview of the brand and it is an output of the [Answer 7].

[Answer 8] is about conducting new strategies to keep a brand alive.

[Answer 9] is a key aspect to branding and it requires a good [Answer 10] that includes different [Answer 11]


Answer 1: Positioning

Answer 2: definition of brand elements

Answer 3: definition of marketing programmes and communication

Answer 4: leveraging second associations

Answer 6: Brand charter

Answer 7: brand measurement system

Answer 8: Rebranding

Answer 8: Communication

Answer 10: strategy

Answer 11: communication channels

Type: Free text

Instruction: Think of a cultural heritage site, the first that comes to your mind, and conduct a brief analysis of it’s branding strategy. Cover the following topics:

  1. Vision, mission and objectives
  2. Main elements of its brand identity
  3. Communication strategies

(Write down your answers, collecting statements, images, videos, or other related sources)

Type: Free text

Instruction: After the brief heritage site branding analysis:

  1. Do you still think of that place as a brand?
  2. If yes, outline three aspects related to the brand management strategies indicated in Unit 1 and 2 that you could identify during your analysis.
  3. If no, indicate what lacks to this heritage site to be considered a brand.