Question 1 = 3 Marks Develop an understanding of branding in terms of: Brand name. Does your product have a strong brand name? Justify why/why not. Reference: Page 134 Brand Positioning. What makes your product better or different than your competition? Reference: Page 134 Brand development. Does your product offer line extensions and/or brand extensions. Give 1 example. Explain why it is a line extension or a brand extension. Reference: Pages 137-139 Question 2 = 3 Marks Develop a complete target group profile for your brand including Demographics (gender, age, ethnicity, income, education and occupation) and Psychographics (consumer attitudes, personality, interests, opinions, and activities). Your target group profile should reflect the Canadian consumer. Question 3 = 2 Marks Describe your brand's personality using human characteristics. A brand personality is the sum total of all the attributes of a brand. Reference: Page 131 Question 4 = 8 Total Marks Develop an advertising strategy for your new product for 2020. Include the following: What is your overall key advertising objective? Reference: Pages 157-159 1 Mark What is the key message that you want to deliver in your advertising? What message do you want the consumer to remember after seeing your advertising? Reference: Page 162 1 Mark What execution style do you recommend using in the delivery of your message? Reference: Pages 165-166 1 Mark Choose 1 advertising vehicle you would use to deliver your message? Using factual information (sourced online) explain why your advertising vehicle would be effective against the target group that you have selected. If choosing social media, you must be very specific in terms of the platform (Facebook, Instagram etc.) Reference: Pages 168-169 3 Marks Explain how you could use Public Relations as an effective communication tool to increase your brand's awareness. Reference: Pages 171-175 2 Marks Question 5 = 4 Total Marks Choose 1 Consumer Promotion tool that would be the most appropriate for stimulating sales of your new product with the target group you described in Question 2. Justify your choice. Reference: Pages 197-199