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business
strategic management 5th
Strategic Brand Management Building, Measuring, And Managing Brand Equity 4th Edition Kevin Lane Keller, Ambi M. G. Parameswaran, Isaac Jacob - Solutions
2. Pick a product category. Examine the histories of the leading brands in that category over the last decade. How would you characterize their efforts to reinforce or revitalize brand equity?
1. Pick a brand. Assess its efforts to manage brand equity in the last fi ve years. What actions has it taken to be innovative and relevant? Can you suggest any changes to its marketing program?
Describe the range of brand revitalization options to a company.
5. There are four fake brand extensions among the following list; the other six were marketed at one point. Can you identify the four fakes? 121a. Ben-Gay Aspirin: Pain Relief That Comes with a Warm Glowb. Burberry Baby Stroller: For Discriminating Newbornsc. Smith & Wesson Mountain Bikes: Ride
4. Consider the following brands, and discuss the extendability of each:a. Harley-Davidsonb. Red Bullc. Tommy Hilfi gerd. Whole Foodse. Netfl ix f.U.S. Marines g. Grey Goose Vodka h. Victoria’s Secret i.BlackBerry j.Las Vegas k. Kate Spade
3. How successful do you predict these recently proposed extensions will be? Why?a. Mont Blanc (famous for pens): fragrances and other accessories (watches, cufflinks, sunglasses, and pocket knives)b. Evian (famous for water): high-end spasc. Starbucks (famous for coffee): film production and
2. Do you think Virgin’s brand is overextended? What are the arguments for or against?
1. Pick a brand extension. Use the models presented in the chapter to evaluate its ability to achieve its own equity as well as contribute to the equity of a parent brand. If you were the manager of that brand, what would you do differently?
6. How should feedback effects best be managed?
5. What implications will the extension have on parent brand equity and profi tability?
4. How can marketing programs enhance extension equity?
3. Will the extension have necessary points-of-parity and points-of-difference?
2. Is there a strong basis of extension fi t?
1. Does the parent brand have strong equity?
5 Outline the key assumptions and success criteria for brand extensions.
4 how extensions contribute to parent brand equity.
3 Summarize how consumers evaluate extensions.
2 List the main advantages and disadvantages of brand extensions.
1 Defi ne the different types of brand extensions.
5. Consider the companies listed in Branding Brief 11-3 as having strong corporate reputa tions. By examining their Web sites, can you determine why they have such strong corporate reputations?
4. 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?
3. 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 Kel logg in the ready-to-eat cereal category.
What do you see as key success factors for a corporate image campaign?
2. Do you think the Dow Chemical corporate image campaign described in this chapter will be suc cessful? Why or why not?
1. Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy.How would you improve the company’s branding strategies?
5. Explain the rationale behind cause marketing and green marketing.
4. Describe how a corporate brand is different from a product brand.
3. Assemble a basic brand hierarchy for a brand.
2. Outline the guidelines for developing a good brand portfolio.
1. Defi ne the key components of brand architecture.
5. How do you think Young & Rubicam’s BrandAsset Valuator relates to the Interbrand methodology(see Brand Focus 9.0) ? What do you see as its main advantages and disadvantages?
4. What do you think of the Interbrand methodology? What do you see as its main advantages and disadvantages?
3. Pick a brand and conduct an analysis similar to that done with the Planters brand. What do you learn about its extendability as a result?
2. Can you identify any other advantages or disadvantages of the comparative methods?
1. Choose a product. Conduct a branded and unbranded experiment. What do you learn about the eq uity of the brands in that product class?
5. Think of your brand relationships. Can you find examples of brands that fit into Fournier’s different categories?
4. Pick a brand. How would you best profile consumers’ brand knowledge structures? How would you use quantitative measures?
3. Pick a product category. Can you profile the brand personalities of the leading brands in the cat egory using Aaker’s brand personality inventory?
2. Run an experiment to see whether you can replicate Mason Haire’s instant coffee experiment (see Branding Brief 9-2). Do the same attributions still hold? If not, can you replace coffee with a brand combination from another product category that would produce pronounced differences?
1. Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity. Which measures work best? Why?
5 Describe the relationship between branding and f i nance.
4 Review different holistic methods for valuing brand equity.
3 Explain the basic logic of how conjoint analysis works.
2 Contrast different comparative methods to assess brand equity.
1 Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it.
3 Profi le and contrast some popular brand equity models.
2 Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships.
1 Describe effective qualitative research techniques for tapping into consumer brand knowledge.
5. Critique the Rolex brand audit in Brand Focus 8.0. How do you think it could be improved?
4. Can you develop a tracking survey for the Mayo Clinic? How might it differ from the Café A track ing survey?
3. Consider the Café A tracking survey presented in Branding Brief 8 -1 . What might you do differ ently? What questions would you change or drop? What questions might you add? How might this tracking survey differ from those used for other products?
2. Pick a brand. See if you can assemble a brand inventory for it.
1. What do you see as the biggest challenges in conducting a brand audit? What steps would you take to overcome them?
4. Identify the steps in implementing a brand equity management system.
3. Describe how to design, conduct, and interpret a tracking study.
2. Outline the two steps in conducting a brand audit.
1. Describe the new accountability in terms of ROMI.
5. Pick a brand. Evaluate how it leverages secondary associations. Can you think of any ways that the brand could more effectively leverage secondary brand associations?
4. Which retailers have the strongest image and equity in your mind? Think about the brands they sell.Do they contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the brands it sells?
3. Think of the country in which you live. What image might it have with consumers in other coun tries? Are there certain brands or products that are highly effective in leveraging that image in global markets?
2. After winning major championships, star players often complain about their lack of endorsement offers. Similarly, after every Olympics, a number of medal-winning athletes lament their lack of commercial recognition. From a branding perspective, how would you respond to the complaints of these
1. The Boeing Company makes a number of different types of aircraft for the commercial airline indus try, for example, the 727, 747, 757, 767, 777, and now the 787 jet models. Is there any way for Boe ing to adopt an ingredient branding strategy with its jets? How? What would be the pros and cons?
3 Describe some of the key tactical issues in leveraging secondary associations from different entities.
2 Explain the process by which a brand can leverage secondary associations.
1 Outline the eight main ways to leverage secondary associations.
5. Choose a popular event. Who sponsors it? How are they building brand equity with their sponsorship? Are they inte grating the sponsorship with other marketing communications?
4. Look at the coupon supplements in a Sunday newspaper. How are they building brand equity, if at all? Try to find a good example and a poor example of brand-building promotions.
3. Pick up a current issue of a popular magazine. Which print ad do you feel is the best, and which ad do you feel is the worst based on the criteria described in this chapter?
2. What do you see as the role of the Internet in building brands? How would you evaluate the Web site for a major brand—for example, Nike, Disney, or Levi’s? How about one of your favorite brands?
1. Pick a brand and gather all its marketing communication materials. How effectively has the brand mixed and matched marketing communications? Has it capitalized on the strengths of different media and compensated for their weak nesses at the same time? How explicitly has it integrated its
5 Explain the rationale for mixing and matching communication options.
4 Identify the choice criteria in developing an integrated marketing communication program.
3 Describe some of the key tactical issues in evaluating different communication options.
2 Outline the major marketing communication options.
1 Describe some of the changes in the new media environment.
5. Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you think private labels might be successful? Why?
4. Visit a department store and evaluate the in-store marketing effort. Which categories or brands seem to be receiving the biggest in-store push? What unique in-store merchandising efforts do you see?
3. Choose a product category. Profi le all the brands in the category in terms of pricing strategies and perceived value. If possible, review the brands’ pricing histories. Have these brands set and ad justed prices properly? What would you do differently?
2. Think about the products you own. Assess their product design. Critique their aftermarketing efforts. Are you aware of all of the products’ capabilities? Identify a product whose benefi ts you feel you are not fully capitalizing on. How might you suggest improvements?
1. Have you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What did the brand do?Why was it effective? Could others learn from that?
6 Summarize the reasons for the growth in private labels.
5 List some of the direct and indirect channel options.
4 Explain the rationale for value pricing.
3 Describe how marketers enhance product experience.
1 Identify some of the new perspectives and developments in marketing.
Which brand do you think does the best job of mixing and matching brand elements?
5. Can you think of some general guidelines to help marketers mix and match brand elements? Can you ever have “too many” brand elements?
4. Choose a package of any supermarket product. Assess its contribution to brand equity. Justify your decisions.
Can you think of any “bad” slogans? Why do you consider them to be so?
3. What are some other examples of slogans not listed in the chapter that make strong contributions to brand equity? Why?
Can you relate their effects to the customer-based brand equity model?
2. What are your favorite brand characters? Do you think they contribute to brand equity in any way?How?
1. Pick a brand. Identify all its brand elements and assess their ability to contribute to brand equity according to the choice criteria identified in this chapter.
5. Highlight some of the legal issues surrounding brand elements.
4. Explain the rationale for “mixing and matching”brand elements.
3. Describe key tactics in choosing different brand elements.
2. List the general criteria for choosing brand elements.
1. Identify the different types of brand elements.
5. Which companies do you think do a good job managing their customers? Why?
4. Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity.
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