Marketing Assignment: Branding Different Sectors - Week 4 Questions

This assignment explores the multifaceted world of branding across various sectors. The student analyzes the role of emotions in B2B decision-making, arguing against the notion that decisions are purely functional. It then examines successful B2B brands that effectively integrate emotional value. Furthermore, the assignment delves into the branding strategies of a Not-For-Profit (NFP) organization, analyzing its philosophy, current campaigns, and brand reputation management. It also identifies and discusses a corporate brand, exploring its heritage and type. Finally, the assignment analyzes a public sector brand campaign, focusing on its purpose, objectives, target audience, key message, and media platforms, with an emphasis on creative execution. The assignment provides detailed answers to each question, supported by relevant examples and references.

Running head: BRANDING DIFFERENT SECTORS 1
Branding Different Sectors
Student’s Name
Institutional Affiliation

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

BRANDING DIFFERENT SECTORS 3
monolithic corporate brand since its name is used across the activities of the firm (Roper,
2016).
Question 5
“Earth Ad” is an advertisement from Apple, Inc. that celebrates the earth, and it is
short from an iPhone. The message is based on politically charged marketing. The
advertisement itself is highly emotive. It manages to convey a strong message while leading
with the USP of the iPhone brand (Dormehl, 2017).

BRANDING DIFFERENT SECTORS 4
References
Acnc_charity_api_user. (2019, May 17). The Pyjama Foundation Ltd. Retrieved June 24,
2019, from https://www.acnc.gov.au/charity/e1da7dd75e9ebcd37c73447360bdebfd
Dormehl, L. (2017, June 08). Apple's beautiful new ad celebrates Earth, as shot on the
iPhone. Retrieved June 24, 2019, from https://www.cultofmac.com/486000/apples-
beautiful-new-ad-celebrates-earth-shot-iphone/
Graham, J. L., & Mudambi, S. M. (2016). Looking at the future of B2B branding. The
Routledge companion to contemporary brand management, 271À279.
Roper, S. (2016). Branding the entire entity. The Routledge Companion to Contemporary
Brand Management, 35(4), 15-18.
Stride, H. (2016). Not-for-profit branding. The Routledge Companion to Contemporary
Brand Management, 294-308.