You and your business partner own a small coffee chain that has grown from 1 store to 3 stores in a relatively short period of time, mainly due to a great coffee product, excellent service and strong word-of-mouth. Due to its success, and your vision for future growth, you would like to hire a brand consultant to help grow your brand and avoid any of the usual pitfalls. Your business partner is not convinced. Discuss the following concepts associated with branding to bring your partner up to speed! (Use the example of the coffee shop where relevant):

a) Explain what successful brand management can do for your company

b) What approaches and models would the consultant typically use when adopting strategic brand management?

c) Your chef has also developed a new oat slice which is gaining its own reputation. There are thoughts you may try to sell this beyond the caf, and get other food retailers to distribute it. But how would you brand it? In your response explain the branding options you should consider and provide a rationale for your recommendation.