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Angela Bhengu

Marketing Communication Assignment
1st Semester

QUESTION 1

It could be true because both brands have exceptional brand equity. They are widely known, easily recognizable and highly regarded. Moreover because they possess the 10 traits that are shared by the world’s strongest brands.

Characteristic Kingsley Holgate

Nando’s


1. The brands excel at delivering the benefits customers truly desire
• Sponsors of Kingsley’s worthy causes are his customers.
• The benefit he delivers is making a difference in the lives of others using sponsorships. • Delivers benefits by providing “Good Food Fast”
2. The brand stays relevant
• Embarks on a variety of expeditions that meet different needs • Constantly introduces new meals on the menu.
3. The pricing system is based on consumer’s perceptions of value
• Pricing is determined by how much the sponsors want to give and the value they see in it.
• Pricing is based on what consumers consider good value for money.
4. The brand is properly positioned
• Kingsley’s perceived as the only cause that “saves lives through adventure” • Perceived by consumers as the healthiest fast food option.
5. The brand is consistent • Kingsley constantly helps the under-privileged. • Nando’s always offer chicken.
6. The brand portfolio and hierarchy make sense
• It makes sense that Kingsley is a humanitarian who helps the less fortunate in Africa. • It makes sense that Nando’s is a fast food chicken business is owned by the founders, who allow franchising the brand.
7. The brand makes use of and coordinates a full repertoire of marketing activities to build brand equity
• Kingsley is sometimes invited to speak and motivate individuals on how to be effective in the world.
• All Nando’s’ marketing has an extra fun twist.

8. The brand’s managers understand what the brand means to consumers
• Brand managers understand that Kingsley, to customers, is a means of doing something about the...