Kleine Zalze is our family-owned winery situated in the heart of the Cape Winelands, just two miles from Stellenbosch. Winemaking has taken place on our estate on a small scale since 1695 but it was in 1996, when Kobus Basson and his family purchased the property, that the modern Kleine Zalze was born. Our philosophy is simple: success begins in the vineyards. Exceptional wines are made possible by selecting varieties and clones specifically suited to the various soils and slopes, and further careful management of the farm’s extensive natural assets. This continuous attention to detail culminated in Kleine Zalze achieving new heights in 2020 and being named Top Performing Winery of the Year by Platter’s South African wine guide, arguably the most comprehensive guide to South African wine in the world. “There is a clear and consistent vision at Kleine Zalze, a golden thread across all our wines. What is of such importance to us is that our range of quality wines can be shared and enjoyed by the entire market of wine-lovers – no matter the budget or style preference. “Kobus Basson

Kleine Zalze’s History

A census done in 1692, shows that Nicolaas Cleef had been settled on a farm known as de Groote Zalze, just outside Stellenbosch on the banks of the Blaauwklippen river since 1683. Cleef was born in Grosszalze, Germany and married Barbara Lefevre, a Huguenot refugee of Fleurbaix, Belgium in 1684. By 1692, they had a family with a daughter and a son and had planted 7 000 vines on de Groote Zalze. In 1695, Simon van der Stel granted Cleef ownership (freehold title) of the 57 morgen of land that he had cleared and cultivated for 12 years. Today, 18 morgen of this grant is within the boundaries of the subdivided section known as Kleine Zalze, adjoining another section taken from a subsequent (1818) grant to de Groote Zalze’s owners.

Nicolaas Cleef died in 1708 and his widow Barbara and their children Anna Catherina and Jochem, continued farming. Anna Catherina married Hans Jacob Conterman, whose family name was Grundermann (until his arrival in the Cape in 1796). Conterman, arrived at the Cape as a soldier but was soon freed from his obligations and registered as a burger. In 1713, Anna Catherina and Hans (also known as Jan) inherited de Groote Zalze. Anna Catherina died in 1720 and Hans remarried and sold de Groote Zalze in 1722 to Lieutenant D C Nyseh. Though Nyseh owned de Groote Zalze until 1758, nothing more is known of him. In 1758, de Groote Zalze was sold to Johannes Colyn, who in turn sold it to Wilhelmus Krige in 1762.

In 1809, Krige sold de Groote Zalze to Andries Francois du Toit, great-grandson of Francois du Toit, Huguenot refugee. In 1818, Andries du Toit, received a grant of 250 morgen of land adjoining de Groote Zalze from the new British administration. The larger property, totalling 307 morgen was subdivided between Andries’s great- grandchildren. Through ups and downs of family fortunes and a multitude of male descendants, the Du Toit family was to hold onto de Groote Zalze for 166 years before Gilbeys Distillers and Vintners purchased two portions of the land and consolidated it into what is today known as Kleine Zalze. In 1996 the Basson family bought Kleine Zalze and improved and developed the property whilst establishing a premium Stellenbosch wine brand. Since 1996 the family also acquired the rest of the land, once known as de Groote Zalze.

Source: Kleine Zalze. 2022. Home – Kleine Zalze. [online] Available at: https://www.kleinezalze.co.za/ [Accessed 22 August 2022].

QUESTION 1 [50 Marks]

With reference to the extract, discuss the facets of the brand identity prism and their interrelation and contribution to Kleine Zalze’s brand identity. (24 marks)

Kleine Zalze marketing team has recruited you to use your creative thinking and come up with different ideas of a logo for Kleine Zalze to pitch to the Kleine Zalze marketing team.

You are to show the 5 ideas and 5 thoughts in relation to Kleine Zalze in tabular format and present the logo as a written description. You also need to provide a final decision from your ideas and thoughts presented in the table (you would need to choose 1 or 2 of your best ideas and thoughts and justify this choice/choices).

Question 2 [10 Marks]

2.1 According to Chang and Lin (2010: 3345), ‘scientists have investigated that people experience psychological change when they are in contact with different colours and colors can stimulate, excite, and form different emotions. This is why the use of colour across all touch points of the brand is crucial.

Refer to the image presented and analyse the impact of colour used in Nedbank’s brand image.

Question 3 [20 Marks]

Refer to the two brands below. Picture 1 is a pair of Diesel Jeans and Picture 2 is a pair of Levi’s Jeans

Required:
o Examine the points-of-difference and points-of-parity in relation to the two pictures provided. In your examination you are to look at the following aspects: price; comfort; availability; status; style; brand perception and brand awareness

Question 4 [20 Marks]

Read the extract below and answer the question which follows.

Bubele Smith is a South African music producer in Cape Town. He has created a few great songs with local musicians in the city. Bubele wants to collaborate with more artists; however, he is not well known in the music industry. He decides to resolve this by strengthening his personal brand and starting to network more with artists and other producers. He starts by updating his LinkedIn profile to showcase all his career and educational accomplishments. This helps Bubele to connect with many people in the music industry, and he sends them messages to start building connections with other artists. Bubele also strengthens his personal brand on his Instagram account and posts more videos about the music that he creates and musicians he collaborates with. All of this increases his online visibility. Bubele starts to receive messages on Instagram and LinkedIn from interested local musicians who want to work with him. Bubele’s personal brand on his social media has therefore helped to boost his career.

4.1 Critically discuss the role and importance of personal branding in relation to the extract provided. In your discussion you are to incorporate the use of social media as a component of a transmedia personal branding programme. (20 marks)

Answers to Above Questions on Brand Management

Answer 1

An analysis of the given case study on Kleine Zalze indicates that brand management has been significant for the company since its inception in 1996, as the focus has always been on providing exceptional wines that are produced from selected varieties and clones. The brand identity with respect to Kleine is analysed with the help of different facets of brand identity prism. There are six facets of the brand identity prism and these are identified as physique, personality, culture, relationship, reflection and self image. Kleine brand can be analysed in respect to each of these facets of brand identity as follows:

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