BA (Hons) Graphics Design. Examinations for / Semester 2

Transcription

1 BA (Hons) Graphics Design Cohort: BGD/14B/FT Examinations for / Semester 2 MODULE: CORPORATE DESIGN MODULE CODE: GRPH1106 Duration: 2 Hours EXAM PAPER 1. This paper contains 4 questions. 2. You are required to answer all questions. 3. Questions may be answered in any order but your answers must show the question number clearly. 4. Always start a new question on a fresh page. 5. All questions carry equal marks. 6. Total marks 100. This Exam paper contains 4 questions and 6 pages. Page 1 of 6

2 QUESTION 1: (25 MARKS) a) Explain what do you understand by corporate identity in marketing. b) State how corporate identity is normally visibly manifested. c) Management has delegated you the role of the team leader for a large corporate design project intended for a client specialized in the selling of jewelries. Explain in details how you would carry out this project. (10 marks) d) An organization normally ensures to properly apply its brand in order to inspire quality and trust in all aspects of its business. Discuss five ways in which a corporate can effectively apply its brand to achieve this vision. (10 marks) QUESTION 2: (25 MARKS) a) Explain what do you understand by corporate branding? b) Corporate identity is often viewed as being composed of three parts; state them giving two examples of each. (6 marks) c) Explain what do you understand by Corporate Identity Management and state one example of a company in Mauritius for which it is imperative to integrate such type of management in its business process. d) Provide three reasons why it is very important for the company you stated in part (c) to adopt such type of management. e) Describe the main difference between the brand identity and the brand image of an organization. f) Cause branding attempts to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. State three other types of branding and provide a brief description of each. (6 marks) Page 2 of 6

3 QUESTION 3: (25 MARKS) Fig 3.1 Ferrero products Ferrero is an Italian manufacturer of branded chocolate and confectionery products and is the biggest chocolate producer in the world. It includes 38 trading companies, 18 factories, approximately 21,500 employees and produces around 365,000 tonnes of chocolate each year. Its most famous brand are Nutella, Ferrero Rocher, Raffaello, Tic Tac, Kinder Surprise, Kinder Chocolate, Kinder Bueno, Kinder Pingui and Mon Chéri. a) What do you understand by a corporate style guide? b) Apart from the various types of branding materials of Fererro including banners, business cards, letterheads, envelopes amongst others, Fererro has got all its products with a different packaging design for each as per the brand under which it falls (e.g. Nutella, Ferrero Rocher, Raffaello, Tic Tac, Kinder Surprise etc ). State four reasons why it is even more important for Fererro to develop its corporate style guide. c) Suggest the best type of corporate style guide that should be developed by Fererro and mention one reason to support your answer. Page 3 of 6

4 QUESTION 3: (Continued) Fig 3.2 Ferrero website Available online at Figure 3.2 shows a screenshot of Ferrero s website and it shows that the latter also provides for free e-catalogues of its different brands for its employees and the public in general to download or view online. d) State five important contents that Ferrero must include in its corporate style guide regarding all its branding materials and products designs. (5 marks) e) Describe what is a corporate profile and state three reasons why the use of a corporate profile is very important when building up a corporate structure. f) From your knowledge of what a company profile must contain, write a company profile of about 250 words for Ferrero company (some contents can be fictitious but it must strictly be relevant to all information provided in this question). (8 marks) Page 4 of 6

5 QUESTION 4 (25 MARKS) Fig 4.1 Yankee Candle online marketplace logo and slogan yankeecandle.com is an online auction and shopping website in which individuals and businesses buy scented candles worldwide. a) What do you understand by a trademark and give three advantages for Yankee Candle to have registered its trademark? (6 marks) b) What is the main difference between a brand and a trademark? c) Suggest one reason why some companies prefer not to register their trademark. (1 mark) Yankee Candle 'Midsummer`s night' car air freshener Yankee Candle 'Midsummer`s night' car air freshener Fig 4.2 Yankee Candle car air freshener before and after (2010 left / 2015 right) Page 5 of 6

6 QUESTION 4: (Continued) d) Refer to Figure 4.2 and state what is the name given to the action that Yankee Candle company has performed in 2015 with respect to its car air freshener product? e) Provide a definition for the action stated in part (d). f) Suggest two reasons why Yankee Candle may have opted for this process. g) Suggest two risks that Yankee Candle is taking when going for an action based on the one stated in part (d). Fig 4.3 chocolate collection box of Ferrero (left) and Feidipo' (right) Figure 4.3 shows the chocolate collection box of Ferrero a company founded in 1946 and the chocolate collection box of Feidipo' another non affiliated company founded in h) State and define the action that Feidipo Company has performed over Ferrero Company in i) Suggest three reasons why the owner of Feidipo has performed such action. ***END OF QUESTION PAPER*** Page 6 of 6