MKTG7502-期末复习辅导例题分析
Question1
Answer both Question 1 and 2. Each question is worth 50% of the exam score. As the
final exam is worth 45 course marks, each exam question is worth 22.5 course marks
each. Answer will be marked to the UQ grading standards as described to you in
lecture and also in the Electronic Course Profile.
回答问题 1和问题 2。每个问题占考试分数的 50%。由于期末考试的分值为 45
分，所以每道试题的分值为 22.5分。答案将按照课堂上和电子课程简介中描述
的 UQ评分标准评分。
Reminder of key general suggestions for answering essay questions:
回答论文问题的关键一般建议提醒:
1)Clear and persuasive writing matters. It is your responsibility for the exam answers
to clearly contain the points you wish to make. It is not the responsibility of exam
markers to figure out what you intended to say. They will grade the answer based on
their interpretation of text that they see. You may wish to quickly re-read your answer
for clarity, before turning it in.
清晰和有说服力的写作很重要。你有责任让考试答案清楚地包含你想要表达的观
点。找出你想说的内容不是阅卷人的责任。他们会根据自己对所看到的文本的理
解来给答案打分。为了清楚起见，你可能希望在交答案前快速重读一遍。
2)Try to go beyond the basic answer. While your answer must cover key points
according to the theory taught in this course, try to add some nuance showing a deeper
understanding. Focus on important points, not minor points. Try to show original
thinking beyond just the basic points.
尽量超越基本答案。虽然你的答案必须根据本课程所教授的理论涵盖关键点，但
还是要试着添加一些细微差别，以显示更深层次的理解。专注于重要的点，而不
是次要的点。除了基本点之外，试着表现出独到的见解。
3)Be sure to fully answer both questions. You may wish to allocate 1 hour to each
question. No points cannot be given for parts of the question that were not answered.
Be sure to put something down for each part of the question.
务必完整回答这两个问题。您可能希望为每个问题分配 1个小时。问题中没有回
答的部分不得分。一定要写下问题的每一部分。
4)Be sure to submit the exam before the exam time expires! Blackboard will not
accept exam submissions after the exam time has expired.
一定要在考试时间截止前提交考试！在考试时间过期后，Blackboard将不接受考
试提交。
QUESTION 1
问题 1
Imagine that you are the Marketing Manager evaluating a Brand Audit from your
marketing team. You are given the task not only to evaluate it but also to suggest
improvements. The Brand Audit is: Haagen Dazs, see attached pdf of their
presentation. There is also a Haagen Dazs brand background for Question 1 file for
you.
假设你是营销经理，正在评估营销团队的品牌审计。你的任务不仅是评估它，而
且还要提出改进建议。品牌审核是:哈根达斯，见附件 pdf格式的介绍。还有一
个问题 1文件的哈根达斯品牌背景给你。
In your evaluation, provide comments on the most important strength and weakness
of this presentation. To save time for answering this question, do not write about the
Brand Inventory, data collection, and quality of communication. Focus on the major,
do not waste time on minor details.
在您的评估中，对本次演示最重要的优势和劣势进行评论。为了节省回答这个问
题的时间，不要写品牌库存、数据收集和沟通质量。专注于主要的，不要在次要
的细节上浪费时间。
You are given the task not only to evaluate it but also to suggest improvements. The
Brand Audit is: Haagen Dazs
Justify your evaluation by your answers on the four main considerations described
below:
通过对以下四个主要考虑因素的回答来证明您的评估:
1Which Keller brand management concepts or theory, from lectures or textbook,
were used very well in this Brand Audit presentation? Which Keller brand
management concepts were missing from the presentation that should have been
included? Which Keller brand management concepts were applied incorrectly or
could have been applied better? Explain. (This is Marking criterion 1: Quality of
application of strategic brand marketing theory.)
讲座或教科书中的哪些凯勒品牌管理概念或理论在这次品牌审计演讲中得到了
很好的运用？本应包含哪些凯勒品牌管理概念，但演示文稿中遗漏了这些概念？
哪些凯勒品牌管理理念应用不当或可以应用得更好？解释一下。(这就是标志准
则 1:战略品牌营销理论的应用质量。)
答题思路和示范
 Used Keller brand management concepts:
• CBBE pyramid was used as the framework for analysing the Brand Exploratory
section of the Brand Audit.
• Brand positioning was correctly identified however they used the typical aspect of
Price in as one of their evaluation criteria. (point for improvement)
 Missing brand management concepts:
• The audit failed to mention the ultimate objective of a brand audit which is to
improve on the Brand Equity of the brand in study.
• The audit was lacking the definition of the Customer-Based Brand Equity (CBBE)
prior to using its underlying concepts.
• Brand management concepts applied incorrectly:
• The depiction of the brand resonance pyramid for their conclusion was not
aligned with the pyramid levels. It was scattered all around.
可选理论：CBBE, Brand Positioning, Brand Resonance Model (Brand Resonance
Pyramid), Brand Value Chain, Customer Mindset, Capturing Customer Mindset ,
Brand Elements, Brand Marketing Communications, Branding in the Digital Era,
Leveraging Secondary Association, , Brand Architecture, Brand Extensions,
Managing Brands over time.
2What was strong and what was weak about the analysis of the brand equity?
For example, were the most important brand equity strengths and weaknesses,
from the data analysis or from common knowledge about the brand, identified
properly? (This is Marking criterion 3: Quality of brand analysis.)
品牌资产分析的优势和劣势是什么？例如，从数据分析或关于品牌的常识来看，
最重要的品牌资产优势和劣势是否被正确识别？(这是评分标准 3:品牌分析的质
量。)
答题思路
Answer:
Strong Analysis:
• They pointed out in the start of their analysis that they need to establish their
identity first in Australia.
• Identification of Haagen Dazs as a sophisticated brand and building a
recommendation around it.
Weak Analysis:
• Identification of the rich history as a strength of the brand to appeal through strong
heritage and thus strengthen the sense of sophistication.
• Questions asked in the survey was not consistently displayed in the presentation.
• No identification of how to adjust to local tastes. Australia has a strong sense of
nationalistic pride in products made locally in Australia using Australia sourced
ingredients.
3Are you convinced by the brand strategy and tactics recommendations? Which
specific recommendations are promising? Why? Which specific
recommendations are unconvincing? Why? (This is Marking criterion 4: Quality
and persuasiveness of branding recommendations.
你被品牌战略和战术建议说服了吗？具体推荐哪些有前景？为什么？有哪些具
体的推荐没有说服力？为什么？(这是评分标准 4:品牌推荐的质量和说服力。
答题思路
(主要是 chapter6的考点)
技巧：
1.先找到对应的课本知识点
2. 细读 pdf中的相关信息
3. 将信息和课本知识点做对应，进行分析
本题中，brand strategy--从 4P角度（品牌目前的战略出发点）+品牌强化和振兴
战略（品牌改进/创新的战略）+ansoff matrix（品牌未来的发展战略） 去思考
1. Product, price, place, promotion/communication （chapter5+6）
2.

3. Chapter12
Answer: I am generally not convinced by their brand strategy/tactics
recommendations because of the following reasons:
知识点：（笔记）营销沟通是否有效？（3个步骤）
• Marketing Communication Effectiveness ——chapter6
o Current Brand Knowledge (mental map): this was ok.
o Desired Brand Knowledge (POP, POD): this was not present in the analysis.
o Communication Strategy: The communication means lacks in terms of just going via
digital media.
• Proposed advertisement lacked one of the following aspects:
o Message strategy (Customer Value Proposition): Appeal to a sense of
sophistication (this was ok)
o Creative Strategy: Use solely of only digital or online media can be weak because
it would lack continuity in terms of message delivery.
• No pros/cons considered for recommendations.
o Risks should be identified with corresponding suggestions on how to mitigate them
so that possible damages to the brand can be avoided or minimised.
• Too much emphasis on trying to be exciting when in fact you want to show you’re
sophisticated. This may cause confusion.
• Products development had nothing to do with adjusting to the local tastes.
回答示范：
I am generally not convinced by their brand strategy/tactics recommendations because
of the following reasons:
我不相信他们的品牌战略战术建议，因为以下原因:
• Marketing Communication Effectiveness
o Current Brand Knowledge (mental map): this was ok.
o Desired Brand Knowledge (PoP, PoD): this was not present in the analysis.
*营销传播效果
 当前的品牌知识（心理地图）：这是确定的。
 期望的品牌知识（PoP，PoD）：这在分析中不存在。
o Communication Strategy: The communication means lacks in terms of just going
via digital media.
o传播策略：传播手段缺乏通过数字媒体进行传播。
• Proposed advertisement lacked one of the following aspects:
*建议的广告缺乏下列其中一个方面:
o Message strategy (Customer Value Proposition): Appeal to a sense of sophistication
(this was ok)
o信息策略（客户价值主张）：（这是可以的）
o Creative Strategy: Use solely of only digital or online media can be weak because it
would lack continuity in terms of message delivery.
o创意策略：仅使用数字或在线媒体可能很弱，因为它在信息传递方面缺乏连
续性。
• No pros/cons considered for recommendations.
*建议没有考虑利弊。
o Risks should be identified with corresponding suggestions on how to mitigate them
so that possible damages to the brand can be avoided or minimised.
o应识别风险，并就如何减轻风险提出相应的建议，以便避免或尽量减少对品
牌的可能损害。
• Too much emphasis on trying to be exciting when in fact you want to show you’re
sophisticated. This may cause confusion.
• Products development had nothing to do with adjusting to the local tastes.
*产品开发与适应当地口味无关。
4Conclude with comments on how would you improve this presentation. You
may provide suggestions for any improvements to suggest better application of
Keller brand management theory, better analysis of the data, or additional
strategy or tactical recommendations. Note: this Part 4 of your answer is aimed
at suggesting specific improvements, whereas Parts 1, 2, and 3 are about
identifying problems.
最后，就你将如何改进本次演示发表评论。您可以提供任何改进建议，以建议更
好地应用凯勒品牌管理理论，更好地分析数据，或其他战略或战术建议。
注意:你答案的第四部分旨在提出具体的改进建议，而第一、二、三部分是关于
发现问题。
Finish your answer with a one paragraph summary to clearly explain and justify your
overall evaluation of this Brand Audit presentation.
用一段总结来结束你的回答，清楚地解释和证明你对这个品牌审计演示的总体评
价。
A brief background document on Haagen Dazs is also available: Haagen Dazs brand background.
还有一份关于哈根达斯的简短背景文件:哈根达斯品牌背景。
*（一定要结合老师给的材料来答题）
答题思路
Suggested Improvements:
1. Theory Application:
a.A comprehensive definition of the brand audit’s overall objective would be really
helpful to define. Something like, “To perform a brand audit for the chosen brand in
order to come up with recommendations on how to improve its customer-based brand
equity (CBBE). CBBE, as defined by Keller, is the differential effect that brand
knowledge has on customer response to marketing activity. This means that by
coming up with recommendations for the brand, this proposal aims to improve on that
differential effect of the brand as it resides in the minds of the consumers.”
b.Brand positioning was correctly identified however they used the typical aspect of
Price in as one of their evaluation criteria. (point for improvement) – Possibly use
sense of sophistication vs. being simple/plain would help give a better analysis
aligned with their identified areas for improvement “emphasize sophistication”
2.Analysis of Data:
a. Consistently display the questions asked in the data analysis presentation part.
b. Show POD and POP to establish areas where you are on par with the competition
and where you can further strengthen your differentiation from them.
c. I will ask questions about Australia’s taste and preferences. This could give the
firm an idea how to adjust its offerings locally (Appeal to Australia’s strong
nationalism for home-grown products).
3. Additional Recommendations: (4P战略角度考虑)
a. Add a risk-mitigation section for the recommendations – as mentioned earlier, this
would help minimise or even avoid possible damages that can be foreseen in taking
such tactical actions.
b. Use a combination of online and offline media to provide continuity in delivering
your message.
c. I would promote the rich history of the Haagen Dazs in a campaign that shows its
origin story to the Australian market. Launching the campaign to celebrate the
anniversary of Haagen Dazs could be a good way to show some sense of when the
brand was made. You can then promote the people behind the creation of the brand
and how it is superior to other products because of its continued emphasis on
“quality, not quantity”.
d. Create new products that would appeal to local tastes. Appeal to Australia’s strong
sense of Nationalism. “All Australian Made – From Farm to Palette”would be a
campaign I will work around with to promote the brand in Australia.
回答示范：
Evaluation of Haagen Dazs Brand Audit Presentation:
Quality of Application of Strategic Brand Marketing Theory:
The presentation effectively applies several Keller brand management concepts. The
use of brand positioning to highlight Haagen Dazs as a premium and indulgent ice
cream brand is well-executed. The emphasis on brand salience and brand imagery is
evident in the consistent messaging and visual identity. However, the presentation
lacks a discussion on brand resonance and building strong, enduring relationships
with customers. Including this concept would have provided a more comprehensive
analysis of Haagen Dazs' brand management strategies.
Analysis of Brand Equity:
The analysis of brand equity in the presentation is generally strong. The identification
of key brand equity strengths, such as premium quality and strong brand associations,
aligns with common knowledge about the brand. However, the presentation could
have delved deeper into the weaknesses of Haagen Dazs' brand equity, particularly in
terms of price accessibility and reaching a broader consumer base. Additionally,
incorporating customer-based brand equity measurements and data analysis would
have strengthened the analysis further.
Brand Strategy and Tactics Recommendations:
The brand strategy and tactics recommendations presented are generally convincing.
The emphasis on expanding the brand's presence in emerging markets and leveraging
digital marketing channels is promising. These recommendations align with the
current trends and opportunities in the ice cream industry. However, the presentation
lacks specific tactics for addressing the brand's weaknesses, such as affordability and
accessibility. Including targeted pricing strategies or innovative product offerings
could have addressed these challenges more effectively.
Suggestions for Improvement:
To improve the presentation, it is recommended to:
 Include a discussion on building brand resonance and fostering strong customer
relationships.
 Dive deeper into the weaknesses of Haagen Dazs' brand equity and propose
strategies to overcome them.
 Incorporate customer-based brand equity measurements and data analysis to
support the analysis.
 Provide more specific tactics for addressing the brand's weaknesses, such as
affordability and accessibility.
 Consider incorporating sustainability initiatives or highlighting Haagen Dazs'
commitment to social responsibility for differentiation and brand positioning.
In summary, the Brand Audit presentation of Haagen Dazs demonstrates a good
understanding of strategic brand marketing theory and effectively analyzes the brand
equity. The brand strategy and tactics recommendations are generally convincing, but
improvements can be made to address weaknesses and enhance the presentation's
overall depth and breadth. Incorporating additional Keller brand management
concepts, delving deeper into brand weaknesses, and providing more specific tactics
would strengthen the overall evaluation of the brand audit.
Question2
Choose only one of the following Australian brands: a) Brisbane as a tourist
destination, or b) Sea World, Gold Coast theme park, or c) Dreamworld, Gold
Coast theme park. There is also a file with brief brand background information
about each of these brands for Question 2.
从以下澳大利亚品牌中仅选择一个:a)布里斯班作为旅游目的地，或 b)海洋世
界，黄金海岸主题公园，或 c)梦幻世界，黄金海岸主题公园。对于问题 2，
还有一个文件，其中包含每个品牌的简要背景信息。（*一定要结合老师给
的材料来答题）
Your task is to do a partial Brand Audit of your chosen brand and apply the process
of doing a BrandAudit’s Brand Exploratory and Recommendations to your brand.
Explain and discuss the key points ofthe process as you apply it. To save time, don’t
write about Brand Inventory.
你的任务是对你选择的品牌进行部分品牌审计，并将品牌审计的过程应用到你
的品牌上。解释并讨论应用该流程时的关键点。为了节省时间，就不写品牌库
存了。
This task is similar to the Rolex Brand Audit example in the Strategic Brand
Management textbook for this class. To save time, there is no need to do online
research for data about the brand. Instead, usethe common consumer knowledge on
your chosen brand. Where you are making assumptions about consumer knowledge
about the brand, indicate so, such as “I believe a large segment views the brand [this
way]”.
该任务类似于本课程战略品牌管理教材中的劳力士品牌审计示例。为了节省时
间，没有必要在网上搜索关于这个品牌的数据。相反，在你选择的品牌上使用
普通的消费者知识。当你对消费者对品牌的了解做出假设时，表明这一点，例
如“我相信很大一部分人是这样看待这个品牌的”。
Here is a recommended answer structure:
以下是推荐的答案结构:
1. Current brand equity based on CBBE model: Salience (awareness);
Performance; Imagery; Judgments; Feelings; Resonance. Include a summary of
the most important strength and weakness of the current brand equity. This is
the Brand Exploratory part of the Brand Audit. To save time, no need to write
about minor brand associations.
基于 CBBE模型的当前品牌资产:显著性(认知度)；性能；意象；判决；情
怀；共鸣。包括对当前品牌资产最重要的优势和劣势的总结。这是品牌审
计的品牌探索部分。为了节省时间，不需要写次要的品牌关联。
2. Competitive Analysis. One main competitor’s brand equity briefly
described, with emphasis on its number one difference from your brand.
竞争分析。简要描述一个主要竞争对手的品牌资产，强调它与你的品牌的
最大区别。
3. Strategic Recommendations: Positioning. What are the most important
points-of-parity (POP) andpoints-of-difference (POD) for your brand? Are you
recommending any changes to the current points-of-parity and/or the
points-of-difference for this brand? Why?
战略建议:定位。对你的品牌来说，最重要的相似点(POP)和差异点(POD)是
什么？您是否建议对该品牌当前的相似点和/或差异点进行任何更改？为什
么？
4. Tactical Recommendations. Only write one or two well-justified tactical
recommendations. Suggesthow to improve the current marketing tactics used by
the brand (example: a new slogan, marketing communications plan, leveraging
of secondary associations, brand extension, etc.). If you are not recommending
any changes at all, suggest how to improve the current a current marketing
tactic used by the brand (for example, how to improve the marketing
communications plan for the existingpositioning).Be as specific as possible, for
example if proposing a new ad describe in words what the ad might look like.
战术建议。只写一两个理由充分的战术建议。建议如何改进品牌目前使用的
营销策略(例如:新口号、营销传播计划、二级联想的利用、品牌延伸等)。).
如果你根本不建议任何改变，建议如何改进品牌目前使用的营销策略(例如，
如何改进现有定位的营销传播计划)。尽可能具体，例如，如果提出一个新
的广告，用文字描述广告可能的样子。
小梦示范 answer：
Based on the given options, I choose option (a) Brisbane as a tourist destination
for the brand audit.
 Current brand equity based on CBBE model:
Salience (awareness): Brisbane is a well-known tourist destination in Australia,
attracting both domestic and international tourists.
Performance: The city offers a diverse range of attractions, including cultural
landmarks, vibrant nightlife, beautiful parks, and proximity to natural wonders
like the Great Barrier Reef.
Imagery: Brisbane is often perceived as a modern and cosmopolitan city with a
relaxed and laid-back lifestyle. It is known for its sunny weather, friendly locals,
and outdoor activities.
Judgments: Visitors may view Brisbane as a desirable place to visit due to its
combination of urban amenities and access to nature.
Feelings: Many tourists may associate positive emotions with Brisbane, such as
excitement, relaxation, and enjoyment.
Resonance: Brisbane has the potential to create a strong connection with tourists,
encouraging repeat visits and fostering loyalty.
Strengths: Strong brand awareness, diverse attractions, positive perceptions, and
potential for emotional resonance.
Weaknesses: Possible competition from other Australian cities, limited international
recognition compared to Sydney or Melbourne.
考点：Week 3: Brand Resonance, Audit and Positioning
Chapter3
Week 7: Measuring market performance
(劳力士的案例)
 Competitive Analysis:
A main competitor in the Australian tourist destination market is Sydney.
Sydney's brand equity is primarily distinguished by its iconic landmarks like the
Sydney Opera House and Harbour Bridge, as well as its global reputation as a
vibrant and cosmopolitan city. Sydney's main difference from Brisbane lies in its
international recognition and association with major events, such as New Year's
Eve fireworks and the Sydney Mardi Gras.
 Strategic Recommendations: Positioning:
Points-of-parity (POP) for Brisbane could include safe and clean city
environment, friendly locals, and a range of accommodation options.
Points-of-difference (POD) could focus on Brisbane's unique attractions, such as
its proximity to the Gold Coast and Sunshine Coast, showcasing the city's vibrant
arts and cultural scene, and emphasizing its relaxed and laid-back atmosphere. It
is recommended to leverage these PODs and further promote Brisbane's
distinctive features to differentiate it from competitors.
 Tactical Recommendations:
Develop a comprehensive marketing communications plan that highlights
Brisbane's unique attractions, cultural events, and outdoor activities.
Collaborate with local businesses and tourism operators to create packages and
experiences that showcase the city's diverse offerings.
Enhance digital marketing efforts, including social media campaigns and online
advertising, to reach a broader audience and increase awareness of Brisbane as a
must-visit destination.
By implementing these recommendations, Brisbane can further strengthen its
brand equity, attract more tourists, and establish itself as a compelling and
distinct tourist destination within Australia.