Which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they help to contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the brands it sells?
Answer to relevant QuestionsWhich brands do you have the most resonance with? Why? What do you see as the biggest challenges in conducting a brand audit? What steps would you take to overcome them? Think of your brand relationships. Can you find examples of brands that fit into Fournier’s different categories? Contrast the branding strategies and brand portfolios of market leaders in two different industries. For example, contrast the approach by Anheuser Busch and its Budweiser brand with that of Kellogg’s in the ready-to eat ...Consider the trade-offs involved with achieving marketing balance. Can you identify a company that has excelled in achieving balance on various trade-offs?
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