The following is a case-based assignment asking you to apply theories from the Advanced Brand Management course. Please answer the following questions in depth, structuring your answer using the numbers and letters of the questions such as 1a) and so on. You are expected to apply theories from the course curriculum and back up all your arguments/claims with references from the course literature. (Please do NOT refer to slides from the class.) Therefore, a reference list needs to be included. Apply theory from:

Beverland - 2018 - Chapter 1.pdf Beverland - 2018 - Chapter 2.pdfHolt 2004 - How Brands Become Icons (Chapter 2).pdf

Heding et al. Brand Management - chapter 2.pdf

Case You have become the brand manager of an imaginary brand called PLAYTIME. The company produces toys made of plastic for children from the age of 3-11. The toys are currently positioned as affordable and fun ranging from figures, dolls, little cars/vehicles, building blocks, to outdoor toy blasters. The brands slogan is called Your child's favorite. The product design aims for a colourful and rather basic look. The production takes place in China the leading exporter of toys. The products are distributed through multi-brand physical retail stores. In your new role as brand manager for the company, you are currently re-evaluating the brand architecture and strategy.

3) Disrupted by several competitive up-and-coming brands on the toy market for children, you are asked to develop a novel branding strategy and extend the brand portfolio with a brand that focuses less on fun/playing, but serves rather educational purposes for children. a) What factors play a role in general when considering a new brand architecture for any kind of brand? b) What kind of brand architecture would you recommend using for PLAYTIME and the new educational brand for children? c) What are the differences, advantages, and disadvantages of your proposed brand architecture compared to the alternatives?