What do you see as the role of the Internet for building brands? How would you evaluate a Web site for a major brand, e.g., Nike, Disney, or Levi’s? How about one of your favorite brands?
Answer to relevant QuestionsCan you think of yourself as a brand? What do you do to “brand” yourself? 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? 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? Think of your brand relationships. Can you find examples of brands that fit into Fournier’s different categories? What are some of the product strategies and communication strategies that General Motors could use to further enhance the level of perceived differentiation between its divisions?
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