BRANDING DIFFERENT SECTORS 2
Question 1
I do not agree with the statement since I do believe that emotions play a major role in
decision making since they affect the behaviour of the consumers. Fifty percent of the
purchasing decisions are made through emotions. For instance, the customer would buy the
same brand every time, not because of the quality, price, or availability but because they are
acting out of emotions since they feel safer buying the same product repeatedly.
Question 2
In cobranding between a manufacturer and a supplier form of B2B, brands have been
successful in augmenting their single brand with emotional benefits. This is because the
manufacturer is in a position to leverage the strength of the two brands in the target market
while benefiting from the combined as well as individual brand strengths and marketing
efforts (Graham & Mudambi, 2016).
Question 3
Charity is an example of an NFP brand (Stride, 2016). For instance, The Pyjama
Foundation is a charity that is focused on offering children care and the chance to change the
directions of their lives with life skills, learning as well as confidence. The charity has
recruited, screened, trained as well as supported volunteers matched with a child in care who
later mentors them while focusing on learning based activities. The means of communication
is through the official email and their website. The charity can also be reached through a
physical address (Acnc_charity_api_user, 2019).
Question 4
Nike, Inc. is a corporate brand because the entire organization is known as a brand
and not the products. Nike has leveraged its brand heritage. For the company, the heritage is
based on one of its founder, who was a coach with a thirst of innovation to improve the
athlete’s performance. Nike’s heritage can be seen on their slogan, “just do it.” It is a

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