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?
Answer to relevant QuestionsWhat 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? Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you think private labels might be successful? Why? Think of the country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets? Run an experiment to see if you can replicate the Mason Haire instant coffee experiment (see Branding Brief 9-2). Do the same attributions still hold? If not, can you replace coffee with one brand combination from another ...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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