SAMPLE SOLUTION:
Question 1:
Analyze three key components of service brand and discuss which one plays more critical role in service brand development.
The role of customer as co-creators in service brand development. According to branding theory, strong brands are developed by means of a co-creation process that involves a number of players, especially brand consumers and brand managers. Thus, creating a successful brand involves more than just the production and delivery of an effective core product or service. Simmons
The role of leadership as change masters in service brand development. The perception of the brand as a strategic resource or asset implies that top management/leadership plays a decisive role in brand development. In fact, a firm’s corporate strategy may change, which, obviously, has consequences on its web of strategies, including the brand strategy. Thus, the brand as an intangible asset is not a static entity, but needs to be subject to changes in order to keep an organization’s position as a strong brand owner. Illustratively, when new competitors enter the market, an enterprise may need to change its brand promises accordingly in order to stay competitive.
The role of employees in service brand development. The important role of service employees in the delivery of services is evidenced in the service management literature particularly in relation to securing the required level of service quality in service processes. In past studies of service branding, the important role of service employees is recognised , as employees’ are assessed to be an important source of brand equity. In other words, the “quality” of the service personnel may be the factor that differentiates one service provider’s offerings from those of its competitors.
The coupling between these actors forms an interactive model of service brand development. So no single element is more important than other.
Question 2:
Is linear process model of service branding more suitable as compared to interactive circular
model for service brand development. Analyze which one is more comprehensive and applicable model considering today’s changing environment?
The interactive model of service brand development shows how three key actors of service branding, customers, service leadership and service employees, interact and thereby influence service brand development in individual service enterprises.
A set of models has been described in the research literature. Illustratively, Boyle (2007) suggests a process model of service brand co-creation. The model features a linear process of services branding, including five distinct stages. One key characteristic of the process is duality that implies that the process is twofold; one part is controlled by the service provider, the other is controlled by customers. Contrasting the linear characteristic, the interactive model suggested in this paper features a circular model, as the key actors form a relationship system. The essence is that there is no starting point of the service development process and no ending point. Illustratively, in order to obtain success in services branding, a service provider may start in the market (a market approach) by identifying the key requirements of customers’ and then adjust and develop products and services to meet their requirements as well as develop an appropriate communication mix in which brand slogans, messages, values and brand promises are incorporated. Similarly, employees may be a starting point by employing a service employee approach in services brand development by upgrading their service roles because their knowledge, skills, attitudes and actions represent the brand’s functional and emotional values (Kimpakorn and Toquer, 2009, 2010). Finally, the starting pointmay be service leadership by employing a management approach to brand development, as the top leadership team is responsible for and has the authority to develop competitive branding strategies (Tidd et al., 2005; Trott, 2005), which need to be aligned with the organisation’s vision and mission (Daft, 1999). Thus, the interactive service brand model, by being built from a systemic perspective in which several approaches may be applied, shows the benefits of applying a circular model to branding in contrast to a linear model of service brand development.

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Re: MKT724 GDB 1 Solution and Discussion
Learning Objective
The basic objective of this discussion is
To familiarize students about the branding in digital ageLearning Outcome
After participating in this GDB;
Student will learn the changing trends in branding Students will understand the opportunities marketers may avail to improve their brands communication owing to a shift of marketers towards online businessesModern age of digitalization has transformed the ways marketers are doing their businesses. Social media has played a great role in improving brand knowledge among masses. Digitalization of businesses achieved a sudden increase owing to pandemic COVID-19. All businesses, small or large have been shifted towards internet and are providing their products and services online. This change has provided opportunities to marketers to expand their customer base and increase sales.
Point of Discussion
You are required to discuss that how this shift of marketers to online mode of business has provided them the opportunities to improve their brand awareness and brand communication?
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Brand Management (MKT724) Fall, 2019
Keep you discussion with the mentioned scenario and irrelevant answers and material will not be graded. Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.
Assignment No.01
Due Date: 5th December, 2019 Total Marks: 10
Topic: Brand development
Objective:
The basic objective of this discussion is to familiarize students about brand development specifically for service industry
Learning Outcome:
After participating in this assignment;
Student will learn about the service brand development.
Students will understand important components in service brand development.
The following article is available in the download section of VULMS with title “Service branding: suggesting an interactive model of service brand development”. You may click on the following link to download the article directly:
“Service branding: suggesting an interactive model of service brand development”
Point ofDiscussion:
Question1: Analyze three key components of service brand and discuss which one plays more critical role in service brand development.
Question2: Is linear process model of service branding more suitable as compared to interactive circular model for service brand development.
Analyze which one is more comprehensive and applicable model considering today’s changing environment?
Student’s Guide
Note:
For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.IMPORTANT:
24 hours extra / grace period after the due date is usually available to overcome uploading difficulties. This extra time should only be used to meet the emergencies and above mentioned due dates should always be treated as final to avoid any inconvenience.
Important Instructions:
DEADLINE:
Make sure to upload the solution file before the due date on VULMS.
Any submission made via email after the due date will not be accepted. FORMATTING GUIDELINES:
Use the font style “Times New Roman” or “Arial” and font size “12”.
It is advised to compose your document in MS-Word format.
You may also compose your assignment in Open Office format.
Use black and blue font colors only.
REFERENCING GUIDELINES:
Use APA style for referencing and citation. For guidance search “APA reference style” in Google and read various websites containing information for better understanding or visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html
RULES FOR MARKING
Please note that your assignment will not be graded or graded as Zero (0), if:
It is submitted after the due date.
The file you uploaded does not open or is corrupt.
It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF etc.
It is cheated or copied from other students, internet, books, journals etc.
Note related to load shedding: Please be proactive
Dear students,
As you know that pre Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post youractivities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments or GDBs.
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Total Marks 5
Starting Date Wednesday, January 15, 2020
Closing Date Monday, January 20, 2020
Status Open
Question Title Advertisement & Promotion
Question DescriptionBrand Management (MKT724)
Fall, 2019
Graded Discussion Board
Due Date: 20th January, 2020
Total Marks: 05
Topic: Advertisement & Promotion
Learning Outcome:
After attempting this GDB, students will know the role and importance of advertising
Point of Discussion:
Critically analyze why most of the marketers said that TV ads are weak medium for advertising?
Student’s Guide
Keep you discussion with the mentioned scenario and irrelevant answers and material will not be graded.
Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.
Note:
For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.
Important Instructions:
· Your discussion must be based on logical facts.
· The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
· Use the font style “Times New Roman” and font size “12”.
· Your answer should be relevant to the topic i.e. clear and concise.
· Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
· Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
· You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
· Obnoxious or ignoble answer should be strictly avoided.
· You cannot participate in the discussion after the due date via email.
· Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.
· For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.
Note related to load shedding: Please be proactive
Dear students!
As you know that Post Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.
Good Luck
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