Choose a popular event. Who sponsors it? How are they building brand equity with their sponsorship? Are they integrating the sponsorship with other marketing communications?
Answer to relevant QuestionsConsider a book store in your area. What competitive frames of reference does it face? What are the implications of those frames of reference for its positioning? The Boeing Company makes a number of different types of aircraft for the commercial airline industry, e.g., the 727, 747, 757, 767, and 777 jet models. Is there any way for Boeing to adopt an ingredient branding strategy ...Pick a brand. See if you can assemble a brand inventory for it. Can you identify any other advantages or disadvantages with the comparative methods? Try to think of additional examples of brands that adopted either a back-to-basics or reinvention revitalization strategy. How well did they work?
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