Consider the trade-offs involved with achieving marketing balance. Can you identify a company that has excelled in achieving balance on various trade-offs?
Answer to relevant QuestionsCan you think of anything that cannot be branded? Pick an example that was not discussed in each of the categories provided (services; retailers and distributors; people & organizations; sports, arts, & entertainment) and ...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? What are some other examples of slogans not listed in the chapter that make strong contributions to brand equity? Why? Can you think of any “bad” slogans? Why do you consider them to be so? Look at the coupon supplements in a Sunday newspaper. How are they building brand equity, if at all? Try to find a good example and a poor example of brand-building promotions. Can you develop a tracking survey for the Mayo Clinic? How might it differ from the McDonald’s tracking survey?
Post your question