What do you think of the Interbrand methodology? What do you see as its main advantages and disadvantages?
Answer to relevant QuestionsCan you think of yourself as a brand? What do you do to “brand” yourself? Can every brand achieve resonance with its customers? Why or why not? 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? 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? 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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