1. Golfers who take lessons and purchase other services from the Annika Academy presumably share at least some of Sorenstam’s passion for winning. Would toning down the competitive aspect of Sorenstam’s public persona negatively affect the Annika brand in the eyes of Academy customers? Explain your answer.
2. Sorenstam’s charitable efforts include the Annika Foundation, which you can read about on her website. How does her work with the Make-A-Wish Foundation and other activities contribute to her brand equity?
3. Explain how the brand extension efforts in wine, perfume, and financial advice can reasonably fit under the umbrella of the Annika brand.