Consider the McDonald’s tracking survey presented in Branding Brief 8-1. What might you do differently? What questions would you change or drop? What questions might you add? How might this tracking survey differ from those used for other products?
Answer to relevant QuestionsWhat do you think of the new branding challenges and opportunities that were listed in the chapter? Can you think of any other issues? 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? Can you develop a tracking survey for the Mayo Clinic? How might it differ from the McDonald’s tracking survey? Can you identify any other advantages or disadvantages with the comparative methods? Identify a fading brand. What suggestions can you offer to revitalize its brand equity? Try to apply the different approaches suggested in the chapter. Which strategies would seem to work best?
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