Contrast Coca-Cola’s and McDonald’s global branding strategies. How are they similar and how are they different? Why are they so well-respected?
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? 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? Pick up a current issue of a popular magazine. Which print ad you feel is the best, and which ad you feel is the worst based on the criteria described in the chapter? 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 ...Consider the trade-offs involved with achieving marketing balance. Can you identify a company that has excelled in achieving balance on various trade-offs?
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