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.
Answer to relevant QuestionsApply the categorization model to a product category other than beverages. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? What are the implications ...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? What do you see as the biggest challenges in conducting a brand audit? What steps would you take to overcome them? Choose a product. Conduct a branded and unbranded experiment. What do you learn about the equity of the brands in that product class? 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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