Marketing 20 | Saskatchewan Curriculum

(a)	Describe the concept of a brand.
(b)	Differentiate between brand identity and brand image.
(c)	Discuss the importance of a strong brand image and a brand identity that resonates with consumers.
(d)	Examine the characteristics of a purpose-driven brand, including its potential impact on consumer behaviour.
(e)	Explain personal reasons for identifying with, and finding inspiration from, specific brands.
(f)	Explore the concept of brand positioning.
(g)	Identify types of brand positioning strategies such as cost-driven positioning, niche product positioning or quality of service positioning.
(h)	Assess the brand positioning strategies used by a variety of successful brands such as the Saskatchewan Roughriders.
(i)	Describe the concept of brand extension.
(j)	Provide real-life examples of brand extensions (e.g., a tech brand such as Apple adding watches to its product line).
(k)	Examine the concept of brand personality and the emotional response it intends to elicit in consumers.
(l)	Reflect on personal experiences with, and responses to, brand personalities.
(m)	Describe the concept of brand voice.
(n)	Identify real-life examples of brand voice used in the marketing of a variety of products.
(o)	Describe the concept of brand relationship.
(p)	Examine strategies for building strong brand relationships with customers including community building.
(q)	Discuss the importance of a brand recognizing, and differentiating itself from, competitors.
(r)	Justify the importance of effective online reputation management (ORM).
(s)	Propose strategies (e.g., answering promptly to online feedback/comments, encouraging satisfied customers to submit online reviews and owning up to mistakes) for effective and successful ORM.
(t)	Research instances when a brand’s reputation was damaged including the reasons for the reputational damage, the brand’s response and the resulting outcome.

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