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SAMA FITNESS BRAND GROWTH STRATEGY

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Sammut-Bonnici (2015) defines a brand as a group of physical and non-physical characteristics that build the brand image and also generate brand awareness and identity. There are four ways in which a brand can grow itself and this includes market penetration, product development, market development and diversification. For the purpose of this blog, we will explore the SAMA Fitness brand. SAMA Fitness is a health and wellness establishment that was founded by the South African Medical Association (SAMA) with the aim to provide vitality through professional expertise. It is also a professional body that assists medical professionals and students with representation aimed at influencing medical health regulations. The first of its kind, SAMA Fitness has one branch based in Mthatha in the Eastern Cape. The considerations of potential growth strategies SAMA Fitness is a new kid on the block and has great potential for growth and in order for the brand to grow big than it already is, it need...
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SAMSUNG BRAND PORTFOLIO MANAGEMENT

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  Varadarajan, DeFanti & Busch (2006) state that among that matters, brand portfolio management is a way to determine whether to add, delete or keep a brand. With the success of its electronic business, Samsung has been globally recognized as an industry leader in technology. Samsung offers a wide variety of products such as smartphones, tablets, home appliances, and watches. In 2007 after the smartphone revolution, Samsung became the biggest competitor of Apple and that made the smartphone category to be the master brand in the brand portfolio. Samsung’s tagline ‘the next big thing’ is what drives the company to use cutting-edge technology to keep up with the new technologies. As much as the master brand is the smartphone category in the portfolio, synergy is displayed in all Samsung products when it comes to cutting-edge technology. Samsung brand reputation Soumi (2015) states that brand reputation is a holistic judgment of a brand by stakeholders. Since 2017, Samsung’s brand...
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STARBUCKS CORPORATION INTEGRATED MARKETING COMMUNICATION

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  Belch and Belch (2013) state that Integrated Marketing Communication is an approach that is used by brands to create a smooth experience in an attempt to blend all aspects of marketing communication so that they all work together as a unified force. In this blog, we are going to explore the IMC strategy for Starbuck Corporation South Africa. Starbucks Corporation is an American-founded roaster and retailer of specialty coffee that was established in 1971. The company now operates in 80 countries and South Africa is among those countries. Starbucks' Unique Value Proposition The unique value proposition of Starbucks is centered around three points; product quality, service philosophy and store atmosphere design. The brand thrives on providing quality coffee from its carefully selected coffee beans. The brand also pairs quality products with excellent service by providing a homely environment to enjoy the coffee and cheerful baristas to make a customer’s experience a good one and th...
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WALTER SISULU UNIVERSITY BRAND CONTACT PROCESS

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  (Hodak, 2021) postulates that brand contact points are interactions happening between the customer and the brand. These range from online communication and in store interaction. Brand familiarity, brand significance, customer attitudes towards the brand and preserving of relationships with brands are a result of information related to brand contact points. Walter Sisulu University (WSU) is a comprehensive university based in the Eastern Cape. It recently rebranded and works hard to create positive perceptions for its potential clientele. In the past, the university was infamous for protests. In its efforts to change brand perception, WSU has been working hard to promote its academic achievements on different online platforms and through student recruitment initiatives. Knowing all contact points WSU management understands that in order to succeed in changing brand perception it has to start with the employees and current students. The employees have to first understand the visio...
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BRAND POSITIONING AND DIFFERENTIATION OF SAMA FITNESS

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    Brand – SAMA FITNESS   SAMA Fitness is a health and wellness establishment that was founded by the South African Medical Association (SAMA) with the aim to provide vitality through professional expertise. It is also a professional body that assists medical professionals and students with representation aimed at influencing medical and health regulations The first of its kind, Sama Fitness has one branch based in Mthatha in the Eastern Cape .   SAMA Fitness branding has blue and yellow with a touch of purple and red. These colours are also visible in its spacious state-of-the-art infrastructure, the walls have a touch of the brand colours. The brand markets itself through social media platforms such as Facebook and Instagram, its website, and activations around the Mthatha area. Its brand voice is professional and informative, this is because the brand seeks to educate clients about health and wellness. Importance of brand positioning (Janiszewska, 2012)...
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Visual and Verbal Language of KAUAI's brand identity

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  kauai.co.za  Kauai is undoubtably South Africa’s leading fast causal restaurant that mainly focuses on healthy food. The company was founded in 1996, Cape Town - South Africa, and currently has more than 100 outlets globally. The brand name originates from the Kauai Island where the restaurant idea was founded.  Visual Language The Kauai brand is based on simplicity. Their colour pallet is black, grey and white or usually called monochrome. The colour scheme was carefully chosen to highlight the colours of the ingredient display in the store. Remember, their focus is healthy meals therefore their ingredients are mostly vegetables and fruits which have bright colours such as green, orange, red to name a few. The bright colours of the ingredients bring life to both the restaurant and customers, literally and figuratively, because it is without any contradiction that healthy food provides a healthy quality life. color-hex.com        The store conc...
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