QUESTION ONE $[20]$

Market segmentation divides a market into well$-$defined slices. You are a marketing consultant for

Brands Unlimited $-$ a popular sportswear brand looking to expand its market reach. Using the concept

of market segmentation, outline a comprehensive strategy to target different customer segments

effectively. Your response should cover geographic, demographic, psychographic, and behavioral

segmentation strategies. Please explain how Brands Unlimited can utilise segmentation to enhance

their marketing efforts.

QUESTION TWO $[25]$

Brand Equity Models: Kevin Keller has made a significant contribution to the branding theory and has

rolled out the concept of customer$-$based brand equity. Utilising Keller's model, outline a

comprehensive strategy to build a strong brand identity and enhance customer relationships. Divide

your response into four sections, corresponding to Keller's model steps: awareness, meaning,

response, and association.