English

Background Information: In May 2021, Contralesa, with the support of the National House of Traditional Leaders and the National Khoisan Council, took the decision to officially inscribe 8 May as Ancestors Day, and the push to make the day a public holiday. This campaign to officiate this day has received support from the brand Castle Milk Stout. According to Castle Milk Stout (2022) the campaign exists to inspire Africans to rediscover and embrace their traditions and values in today's modern world. The brand says that 2022 will be another year of providing relevant platforms in hopes of authentically making an impact, starting with Ancestors' Day on Sunday, 8 May. According to the brand, campaigns such as 'One for the Ancestors' come from the realisation that African spirituality is not given the same recognition as other religious holidays and practices. The brand says that celebrating this day is an opportunity for different cultures to come together for a common cause that has great potential to elevate African spirituality. Through various campaigns and interactions with the public, the brand says it has taken note of growing interest amongst Africans, young and old, who are interested in educating themselves and embracing their African spirituality. Through various brand activations and campaigns that seek to inform and evoke a sense of African pride, Castle Milk Stout has called on South Africans to re-discover and celebrate their unique roots. "It is important for us as individuals and as a society to promote the habit of embracing, celebrating and always preserving our culture and not just on Heritage Day," concludes Castle Milk Stout brand manager Khensani Mkhombo. The Media Update (2022) Question In a full-page report (between 5-8 paragraphs) using this background as a foundation, define and discuss the theoretical relationship between strategy and corporate identity for the Ancestors' Day campaign. Students need to use the lessons covered in the module to discuss what organisers of the campaign can be learned about having a strong corporate image and identity. This section will test your comprehension of key concepts learned in this module and your ability to apply them in an everyday life scenario. You will need to revise the content learned and demonstrate understanding in how you apply.