Strategic Brand Management Building Measuring And Managing Brand Equity 4th Global Edition Kevin Lane Keller - Solutions

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What do you think of the new branding challenges and opportunities that were listed in the chapter?Can you think of any other issues? LO9
Defi ne brand resonance. LO8
Describe the steps in building brand resonance. LO8
Defi ne the brand value chain. LO8
Identify the stages in the brand value chain. LO8
Contrast brand equity and customer equity. LO8
Pick a brand. Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations. LO8
Which brands do you have the most resonance with? Why? LO8
Can every brand achieve resonance with its customers? Why or why not? LO8
Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity. LO8
Which companies do you think do a good job managing their customers? Why? LO8
Define brand resonance. LO9
Describe the steps in building brand resonance. LO9
Define the brand value chain. LO9
Identify the stages in the brand value chain. LO9
Contrast brand equity and customer equity. LO9
Pick a brand. Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations. LO9
Which brands do you have the most resonance with? Why? LO9
Can every brand achieve resonance with its customers? Why or why not? LO9
Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity. LO9
Which companies do you think do a good job managing their customers? Why? LO9
Define the key components of brand architecture. LO2
Outline the guidelines for developing a good brand portfolio. LO2
Assemble a basic brand hierarchy for a brand. LO2
Describe how a corporate brand is different from a product brand. LO2
Explain the rationale behind cause marketing and green marketing. LO2
Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy.How would you improve the company’s branding strategies? LO2
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. LO2
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? LO2
Go to a public place such as a restaurant or playground and identify the type of consequences parents or caregivers administer to children who misbehave. Did those consequences result in a decrease in the behavior?
Think about your interactions with significant others in your life (e.g., roommate, spouse, boyfriend/girlfriend, siblings) and identify a situation in which that person behaved in a way you did not like. How did you respond? Did your response have the effect of decreasing, maintaining, or
How do the terms “punishment” and “discipline” differ?
Why might not the side effects of punishment generalize to students without severe disabilities?
What are the undesirable side effects of punishment?
What are the desirable side effects of punishment?
What are the limitations of punishment?
Provide several examples of how recommendations for improving the effectiveness of punishment also represent severe limitations.
What is a response cost and why is it a desirable punishment procedure?
What are the advantages of using a bonus response cost?
What are the steps for implementing a response cost?
What are the four behavioral principles under which time-out may operate?
Describe the various levels of time-out and provide an example for each one.
What are the common abuses of time-out?
What recommendations would be provided for using time-out effectively?
Describe restitutional overcorrection and positive practice overcorrection, and provide an example for each type.
Describe the five reductive procedures resembling overcorrection.
Describe some of the changes in the new media environment. LO6
Outline the major marketing communication options. LO6
Describe some of the key tactical issues in evaluating different communication options. LO6
Identify the choice criteria in developing an integrated marketing communication program. LO6
Explain the rationale for mixing and matching communication options. LO6
Outline the eight main ways to leverage secondary associations. LO6
Explain the process by which a brand can leverage secondary associations. LO6
Describe some of the key tactical issues in leveraging secondary associations from different entities. LO6
Describe the new accountability in terms of ROMI. LO2
Outline the two steps in conducting a brand audit. LO2
Describe how to design, conduct, and interpret a tracking study. LO2
Identify the steps in implementing a brand equity management system. LO2
What do you see as the biggest challenges in conducting a brand audit? What steps would you take to overcome them? LO2
Pick a brand. See if you can assemble a brand inventory for it. LO2
Consider the Café A tracking survey presented in Branding Brief 8 -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? LO2
Can you develop a tracking survey for the Mayo Clinic? How might it differ from the Café A tracking survey? LO2
Critique the Rolex brand audit in Brand Focus 8.0. How do you think it could be improved? LO2
Defi ne customer-based brand equity. LO6
Outline the sources and outcomes of customerbased brand equity. LO6
Identify the four components of brand positioning. LO6
Describe the guidelines in developing a good brand positioning. LO6
Explain brand mantra and how it should be developed. LO6
Consider a book store in your area. What competitive frames of reference does it face? What are the implications of those frames of reference for its positioning? LO6
Identify the different types of brand elements. LO6
List the general criteria for choosing brand elements. LO6
Describe key tactics in choosing different brand elements. LO6
Explain the rationale for “mixing and matching”brand elements. LO6
Highlight some of the legal issues surrounding brand elements. LO6
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. LO6
Choose a package of any supermarket product. Assess its contribution to brand equity. Justify your decisions. LO6
Identify some of the new perspectives and developments in marketing. LO9
Describe how marketers enhance product experience. LO9
Explain the rationale for value pricing. LO9
List some of the direct and indirect channel options. LO9
Summarize the reasons for the growth in private labels LO9
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? LO9
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? LO9
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? LO9
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? LO9
Identify some of the new perspectives and developments in marketing. LO1
Describe how marketers enhance product experience. LO1
Explain the rationale for value pricing. LO1
List some of the direct and indirect channel options. LO1
Summarize the reasons for the growth in private labels. LO1
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? LO1
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 benefits you feel you are not fully capitalizing on. How might you suggest improvements? LO1
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? LO1
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? LO1
Describe effective qualitative research techniques for tapping into consumer brand knowledge. LO3
Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships. LO3
Profile 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

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Strategic Brand Management Building Measuring And Managing Brand Equity 4th Global Edition Kevin Lane Keller - Solutions

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