What do you think of Naomi Klein’s positions as espoused in No Logos? How would you respond to her propositions? Do you agree or disagree about her beliefs on the growth of corporate power?
Answer to relevant QuestionsPick a brand. Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations. What 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? 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? Pick a brand. See if you can assemble a brand inventory for it. 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?
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