Can you think of any negatively correlated attributes and benefits other than those listed in Figure 2-6? Can you think of any other strategies to deal with negatively correlated attributes and benefits?
Answer to relevant QuestionsWhat do you think of Naomi Klein’s positions as espoused in No Logos? How would you respond to her propositions? Do you agree or disagree about her beliefs on the growth of corporate power? What are your favorite brand characters? Do you think they contribute to brand equity in any way? How? Can you relate their effects to the customer-based brand equity model? What do you see as the role of the Internet for building brands? How would you evaluate a Web site for a major brand, e.g., Nike, Disney, or Levi’s? How about one of your favorite brands? What do you see as the biggest challenges in conducting a brand audit? What steps would you take to overcome them? What do you think of the Interbrand methodology? What do you see as its main advantages and disadvantages?
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