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strategic management
Strategic Brand Management Building Measuring And Managing Brand Equity 4th Edition Keller/ Parameswaran/ Jacob - Solutions
Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships. LO3
Profi le and contrast some popular brand equity models. LO3
Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity.Which measures work best? Why? LO3
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? LO3
Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker’s brand personality inventory? LO3
Pick a brand. How would you best profile consumers’ brand knowledge structures? How would you use quantitative measures? LO3
Think of your brand relationships. Can you find examples of brands that fit into Fournier’s different categories? LO3
Understand the six future brand imperatives. LO4
Identify the ten criteria for the brand report card. LO4
Outline the seven deadly sins of brand management. LO4
What do you think makes a strong brand? Can you add any criteria to the list provided? LO4
Consider the deadly sins of brand management. Do you see anything missing from the list of seven in Figure 15-8 ? LO4
Why is it important to filter data collected from social media before conducting an analysis?
What is a specific example of a search word that needs to be filtered before a social media manager analyzes the data? Why would failure to filter lead to measurement error?
Why is social media brand management challenging for Instagram accounts?How do data help focus goals and objectives?
How can we determine which KPIs are useful within a social media dashboard? Why would this be helpful over time?
Pick two of your favorite brands. Which brand elements do you immediately associate with them? In your opinion, how do these fulfill the criteria for good brand elements as mentioned in this chapter?
What are your favorite brand jingles? Why? Do you think they contribute to brand equity in any way? How? Relate their effects to the customer-based brand equity model.
Understand the important considerations in brand reinforcement. LO6
Describe the range of brand revitalization options to a company. LO6
Outline the various strategies to improve brand awareness and brand image. LO6
Defi ne the key steps in managing a brand crisis. LO6
Think about one of your favorite brands: How could it use AR to spark new social media engagement?
What concerns should there be in protecting user data within AR? What other issues may there be in the future?
Given the speed of technological disruption, what are the greatest SWOT strengths, weaknesses, opportunities, and threats when it comes to your campus social media branding efforts?
Develop a set of three SMART goal that a social media manager for your campus could develop and implement. How should she respond to technological change represented by AI and bots?
What do you see as the biggest challenges in qualitative brand research? What do you think are some of the critical success factors for this type of research?
Pick two competing brands and use the free association technique to create a mental map of them. What differences can you discern between them?
Describe the relationship between branding and fi nance. LO5
Choose a product. Conduct a branded and unbranded experiment. What do you learn about the equity of the brands in that product class? LO5
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? LO5
What do you think of the Interbrand methodology? What do you see as its main advantages and disadvantages? LO5
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? LO5
Choose a product. Conduct a branded and unbranded experiment. What do you learn about the equity of the brands in that product class? LO6
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? LO6
What do you think of the Interbrand methodology? What do you see as its main advantages and disadvantages? LO6
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? LO6
How could you link your website traffic to a larger social media campaign?
What would be strengths and weaknesses of Facebook, Instagram, or other social media sites that you could use for content sharing and engagement?
Review the LinkedIn profile of a prominent local media personality in journalism, advertising, public relations or marketing: What are the key strengths and weaknesses of this personal branding? Why?
Read social media comments on a local news or blog site: How could you improve the quality of the engagement?
How can you learn to identify Rheingold’s description of online “crap,” such as“fake news” content, that may have a large reach on social media? How could you create an innovative product, process, or business model to respond as an entrepreneur to this problem of useless content?
Use Randa Zalman’s example model in this chapter to develop a social PR campaign around a set of explicit goals, reporting requirements, and results for a local non-profit organization or event. What would be three specific opportunities and challenges of the campaign?
Which basic concepts are most important in defining the future of social media measurement and management? Why?
How do quality content, coding, and SEO management impact the success or failure of your favorite websites? Why?
Why do rural communities have a need to use social media for business purposes? What are some of the challenges and opportunities?
What would be important KPIs for a local business trying to sell their products online?
Why is it difficult for us to collect and analyze relevant social media data?How could we innovate solutions that improve the experience for social media managers?
Which data are the most useful Facebook Insights for a public page? What does Facebook make available to page managers? What is missing? Why?
If you were developing a follow-up study, which theories and concepts would drive research questions (RQs)? Which methods would be appropriate to answer the ROQs?
Based upon previous research in this area, what results would you expect?How would you likely interpret these? What research limitations might require development of future questions?
How does the peer-review process offer an opportunity to improve the quality of social media research? Why do a lot of professionals tend to read blogs and white papers rather than academic journal articles?
What could be done to better apply academic research findings to the daily lives of social media managers? How could an entrepreneur develop a tool to help?
Identify a personal or professional interest area you have that may have entrepreneurial potential using Meyerson’s model. Answer SWOT analysis questions: What are your strengths and weaknesses?
Assuming you would go forward with the project on a limited budget, which specific SMART goals would be key at the launch phase of the site and email list? How might these evolve, as your business grows and matures?
How would behaving as an entrepreneur impact work as a social media manager in an existing business or nonprofit organization? Which organizational stakeholders may make this difficult? Why or why not?
How is the convergence of advertising, public relations, and marketing affecting the job responsibilities of social media managers? Are you optimistic about the future of the profession? Why or why not?
How would you address toxic elements of the social media public sphere? Do you think there should be more regulation or less? What role should a free press play?
How would you strike a balance between individual data privacy and the needs of social media managers to collect and analyze relevant data?
Search the end user terms of service and privacy agreement for your favorite social media site. How does this contract language benefit or limit you and the site? What should be done to make these agreements fairer?
Think about data privacy as an entrepreneur: What type of new social media site could be created to offer users data privacy rights? How could content ownership be managed in innovative ways?
How many employees and customers on a purchasing journey effectively collaborate in an ethical way? Why is satisfaction related to company and community culture?
What opportunities exist to innovate in the employee engagement space?
What is an example of your best and worst online experience as a customer?How, if at all, were social media used as a tool in the interaction? How could social media measurement and management improve these experiences?
Are there times when you would prefer a bot responded to your question as a customer? Why or why not? How do you believe AI is changing your experience as a customer?
Pick your favorite branded product. What are the five levels of meaning for this product? Is it also a brand? Why or why not?
Think of a branded service that you use regularly, like your bank or your phone company.What are its brand elements? How does branding help address the intangibility and variability of this service?
Pick a brand of breakfast cereals. Who are its target markets? Identify the possible marketsegmentation bases.
Consider some educational institutions that are relevant to you. What are their main pointsof-parity and points-of-difference?
Pick a celebrity. Based on the four categories of brand resonance, how does this celebrity resonate with their fans?
Pick your favorite footwear brand and identify the different types of brand-building feelings that you associate with it.
Have you ever voiced a complaint about a broken product or bad service to a manufacturer or service provider? How was your complaint handled? What did you like or not like about their response?
Are you part of a loyalty program, such as at a supermarket chain or a coffeehouse? If you are, why did you opt for it? Are there other loyalty programs that you were offered but declined to be a part of? What were the reasons for your decision?
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?
Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you believe private labels might be successful? Why?
What possibilities does the Internet grant brands looking to build relationships with their customers?
Some experts believe that product placements on television will rise in the future. What are some of the pros and cons of product placements on television?
When you purchase a new electronic device, what role does the Internet play in your decision-making process? Which digital channels, if any, influence your decision the most?Why?
Think of a brand endorsed by a celebrity sportsperson. How credible is this endorsement to you? Why? What factors might compromise the success of this endorsement in the future?
Take a trip to a supermarket near you. Look for products that try to generate secondary associations with clues regarding their country of origin on their packaging. What do these associations convey? Do they appeal to you as a consumer? Why?
Can you identify any other advantages or disadvantages of the comparative methods?
Pick a brand and conduct an analysis similar to that done with the Planters brand. What do you learn about its extendibility as a result?
Go to Interbrand’s Web site (www.interbrand.com). Compare the top 10 brands from the current year to the list from the previous year. What brands entered the top 10, and which ones left the top 10? What contributed to these shifts in brand value? Which brands showed the most increases or
Select a brand from Interbrand’s top 100 brand names (one which you know is publicly traded on a stock exchange). Go to a finance Web site (e.g., Google Finance or Yahoo Finance) and locate its market capitalization. Determine how much of the brand’s value is as a percentage of its market
Defi ne the key components of brand architecture. LO8
Outline the guidelines for developing a good brand portfolio. LO8
Assemble a basic brand hierarchy for a brand. LO8
Describe how a corporate brand is different from a product brand. LO8
Explain the rationale behind cause marketing and green marketing. LO8
Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy.How would you improve the company’s branding strategies? LO8
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 in the ready-to-eat cereal category. LO8
Consider the companies listed in Branding Brief 11-3 as having strong corporate reputations.By examining their Web sites, can you determine why they have such strong corporate reputations? LO8
Defi ne “brand,” state how brand differs from a product, and explain what brand equity is. LO9
Summarize why brands are important. LO9
Explain how branding applies to virtually everything. LO9
Describe the main branding challenges and opportunities. LO9
Identify the steps in the strategic brand management process. LO9
What do brands mean to you? What are your favorite brands and why? Check to see how your perceptions of brands might differ from those of others. LO9
Who do you think has the strongest brands? Why? What do you think of the Interbrand list of the 25 strongest brands in Figure 1-5 ? Do you agree with the rankings? Why or why not? LO9
Can you think of yourself as a brand? What do you do to “brand” yourself? LO9
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