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business
strategic management 5th
Strategic Brand Management Building Measuring And Managing Brand Equity 5th Edition Kevin Lane Keller , Vanitha Swaminathan - Solutions
List the general criteria for choosing brand elements.
Describe key tactics in choosing different brand elements.
Explain the rationale for “mixing and matching”brand elements.
Highlight some of the legal issues surrounding brand elements.
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.
Choose a package of any supermarket product. Assess its contribution to brand equity. Justify your decisions.
Can you think of some general guidelines to help marketers mix and match brand elements?Can you ever have “too many” brand elements? Which brand do you think does the best job of mixing and matching brand elements? How do online channels and offline channels differ in their use of brand
Describe the new accountability in terms of ROMI(Return on Marketing Investment)
Create an understanding of analytics dashboards as a tool for monitoring performance and the implications of brand investments
Outline the two main steps in conducting a brand audit and how to execute a digital marketing review
Describe how to design, conduct, and interpret a tracking study
Identify the steps in implementing a brand equity management system.
Hear it: How do we best get it into their hands?
Believe it: How do we best get it into their heads?
Live it: How do we best get it into their hearts?Davis also argues that six key principles should guide the brand assimilation process within an organization, offering the following examples.
Make the brand relevant. Each employee must understand and embrace the brand meaning. Nordstrom, whose brand relies on top-notch customer service, empowers sales associates to approve exchanges without manager approval.
Make the brand accessible. Employees must know where they can get brand knowledge and answers to their brandrelated questions. Ernst & Young launched “The Branding Zone” on its intranet to provide employees easy access to information about its branding, marketing, and advertising programs.
Reinforce the brand continuously. Management must reinforce the brand meaning with employees beyond the initial rollout of an internal branding program. Southwest Airlines continually reinforces its brand promise of “a symbol of freedom” through ongoing programs and activities with a freedom
Make brand education an ongoing program. Provide new employees with inspiring and informative training. Ritz-Carlton ensures that each employee participates in an intensive orientation called “The Gold Standard” that includes principles to improve service delivery and maximize guest
Reward on-brand behaviors. An incentive system to reward employees for exceptional support of the brand strategy should coincide with the roll-out of an internal branding program. Prior to its merger with United, Continental Airlines rewarded employees with cash bonuses each month that the airline
Align hiring practices. Human resources and marketing must work together to develop criteria and screening procedures to ensure that new hires are good fits for the company’s brand culture. Pret A Manger sandwich shops has such a carefully honed screener that only 20 percent of applicants end up
Pick a brand. See if you can assemble a digital brand asset inventory for it, by consulting various social media channels (e.g., Facebook, Instagram, Twitter). What does your exercise reveal about the consistency of the brand’s presence across its multiple touchpoints?
Consider the Starbucks tracking survey presented in Branding Brief 9-1. What might you do differently? What questions would you change or drop? What questions might you add? How might this tracking survey differ from those used for other products?
Can you develop a tracking survey for the Mayo Clinic? How might it differ from the Starbucks’tracking survey?
Critique the Rolex brand audit in Brand Focus 9.0. How do you think it could be improved?
How well managed is Nike?
How easy is it to do business with Nike?
How concerned is Nike with its customers?
How approachable is Nike?
How accessible is Nike?
How much do you like doing business with Nike?
How likely are you to invest in Nike stock?
How would you feel if a good friend accepted employment with Nike?
What is the likely impact of a 15 percent increase in our social media expenditure next year?
What is the return-on-investment of influencer marketing programs? Why is the ROI of one campaign higher than another?
What is the relative impact of offline versus online marketing expenditures on sales revenue growth in the past three years? What will happen if we shift the budget to spend more money in online than offline channels next year?
Describe effective qualitative research techniques for tapping into consumer brand knowledge.
Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships.
Outline how big data can help with understanding brand perceptions and brand positioning.
Explain the role of social media monitoring “control rooms” as a marketing research tool.
Profile and contrast some popular brand equity models.
What do you like best about the brand? What are its positive aspects or advantages?
What do you like least about the brand? What are its negative aspects or disadvantages?
What do you find unique about the brand? How is it different from other brands?
Who uses the brand? What kind of person?
What types of situations do they use the brand?
When and where do they use the brand?
Why do people use the brand? What do they get out of using it?
How do they use the brand? What do they use it for?
To what extent do you feel the following product characteristics are descriptive of Lipton iced tea (where 1 = strongly disagree and 7 = strongly agree)?convenient refreshing and thirst quenching real and natural good tasting contemporary and relevant used by young professionals
How good or bad is it for iced tea to have the following product characteristics(where 1 = very bad and 7 = very good)?convenient refreshing and thirst quenching real and natural good tasting contemporary and relevant used by young professionals
How unique is Lipton iced tea in terms of the following product characteristics(where 1 = not at all unique and 7 = highly unique)?convenient refreshing and thirst quenching real and natural good tasting contemporary and relevant used by young professionals
What is good about the brand? What do you like about the brand? What is bad about the brand? What do you dislike about the brand? (Favorability)
What is unique about the brand? What characteristics or features does the brand share with other brands? (Uniqueness).
Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity.Which measures work best? Why?
Run an experiment to see whether you can replicate Mason Haire’s instant coffee experiment(see Branding Brief 10-2). 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?
Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker’s brand personality inventory?
Describe how social media data can be utilized in understanding brand perceptions.
Describe how social media monitoring is changing how brands can monitor consumers’thoughts and perceptions regarding a brand. What are the implications of this trend for brand management as a whole?
Describe what attribution modeling is. Why is it important in today’s communication environment?
Which brand of batteries do you usually buy?
Which brand of batteries did you buy last time?
Do you have any batteries on hand? Which brand?
Which brands of batteries did you consider buying?
Which brand of batteries will you buy next time?
Who buys our product or service?
Who makes the decision to buy the product?
Who influences the decision to buy the product?
How is the purchase decision made? Who assumes what role?
What does the customer buy? What needs must be satisfied?
Why do customers buy a particular brand?
Where do they go or look to buy the product or service?
When do they buy? Any seasonality factors?
What are customers’ attitudes toward our product?
What social factors might influence the purchase decision?
Does the customers’ lifestyle influence their decisions?
How is our product perceived by customers?
How do demographic factors influence the purchase decision?
How could the brand or category do more to help improve people’s lives?
What do people really value in the category? What would they not miss?
What conflicting needs do people have? How can these tradeoffs be solved?
What bigger market is the brand really competing in from a consumer viewpoint? What could the brand do more of to better meet these higher-order needs?
What assumptions do people make about the market that could be challenged?
How do people think the product works, and how does it work in reality?
How is the product used in reality? What other products are used instead of the brand, where the brand could do a better job?
Define the key components of brand architecture.
Define a brand-product matrix.
Outline the principles of a good brand portfolio.
Assemble a basic brand hierarchy for a brand.
Describe how a corporate brand is different from a product brand.
Explain the role of brand architecture in strengthening a brand’s value and a firm’s performance.
Understand how sustainability initiatives, corporate social responsibility and green marketing can enhance a brand.
Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy.How would you improve the company’s branding strategies?
How do technology companies leverage their brand name, and what key characteristics of their brand architecture do they typically follow? For example, contrast the brand architecture of Google and Yahoo! over the years.
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? How can online digital marketing and social media be utilized to strengthen the distinctions across brands within a
Identify a company that has organized its brand architecture using multiple levels in the hierarchy. Review the design principles summarized in Table 12-1, and describe whether the brand architecture successfully follows these design principles. If not, how would you improve the brand architecture?
Scan recent news stories for an announcement concerning an acquisition of a brand. Provide a justification for the acquisition from the acquirer’s standpoint. Describe pros and cons of the acquisition.
Consider the companies listed in Branding Brief 12-3 as having strong corporate reputations.By examining their Web sites, can you determine why they have such strong corporate reputations?
Define the different types of brand extensions.
List the main advantages and disadvantages of brand extensions.
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