How do you think Young and Rubicam’s Brand Asset Valuator relates to the Inter-brand methodology? What do you see as its main advantages and disadvantages?
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? Which companies do you think do a good job managing their customers? Why? 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? Do you think the Dow Chemical corporate image campaign described in this chapter will be successful? Why or why not? What do you see as key success factors for a corporate image campaign? 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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