Think about the products you own. Assess their product design. Critique their "after-marketing" efforts. Are you aware of all of the products' capabilities? Identify a product for which you feel you are not fully capitalizing on all of its benefits. How might you suggest improvements?
Answer to relevant QuestionsChoose a product category. Profile all the brands in the category in terms of pricing strategies and perceived value. If possible, review the brands' pricing histories. Have these brands set and adjusted prices properly? ...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? 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 ...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? 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?
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