Module name: Marketing

Brands influence consumer behaviour by fitting in with the "self-image" of the consumers. 3.1 Analyse your chosen breakfast cereal and evaluate how the company has built a brand personality for the product to reinforce the positive self-brand relationship between the product and the consumers. Motivate whether you think that there is a good fit between the brand image and self-image of the consumer. (10 Marks) 3.2 "Brand perception is the sum of the experiences, attitudes, and feelings people have with a product or service." Analyse the adverts of your chosen breakfast cereal and discuss the consumer groups' possible attitude towards the brand by looking at the different sources which may have influenced their attitude. (Take a screenshot of the advert that you use as an example for the discussion). (10 Marks) [Sub Total 20 Marks]