(a) Explain what is meant by the term 'brand equity' and why it is important to marketers.

(B) Starbucks (the international chain of cafes) has started to sell coffee in a can, which enables it to sell its coffee through supermarkets, for example. What difference does it make to Starbucks whether customers see its 'coffee in a can' product as a line extension or a brand extension?

(C) In Britain, Coca Cola has acquired the Costa Coffee chain of coffee shops and they continue to trade under the Costa name. There is no obvious signal to customers that the brand is now owned by Coca Cola. Discuss why Coca Cola may have retained the original branding.