Question: Bright Star Software is an educational gaming software company that produces and sells downloadable computer games that teach history, math, and English for k to

Bright Star Software is an educational gaming software company that produces and sells downloadable computer games that teach history, math, and English for k to 5th graders. Each software package has 10 to 15 modules, consisting of lessons that are gamified, making it fun for students to learn the topics. Bright Star has been ranked as the top choice educational software by the American Parents Association for five years from 2014-2018, where Bright Star was the most sought after brand for parents who want their children to excel in history, math and English, and its blue & yellow logo is well known by parents and teachers alike. Unfortunately the American Parents Associate started ranking another educational software company Pinnacle Education System as its top choice since 2019.

Parents can log into Bright Star website, purchase the items that they want their children to complete, and download the software. The children would complete each course module which typically averages an hour offline and upload the results at the end of the module. Since the topics of history, math and English do not change, Bright Star has been complacent in its product enhancement efforts.

Founded in 2010, the company had been doing well, with a total of 18 games. However, in the last three years, revenue has been decreasing, with some games approaching or at zero sales. You just joined Bright Star as the Chief Marketing Officer. First day on the job, the CEO called a senior management meeting, and told you that the marketing department needs to develop a marketing plan to decide how to streamline its current products and identify new products Bright Star should develop.

3. What factors contribute to Bright Star's brand equity? (select 3)

A.consumer recognition of Bright Star brand

B. Bright Star has been generating profits for its shareholders every year since founded in 2010

C. Easy association of blue & yellow logo with Bright Star software

D. Bright Star revenue reached over $100 million in 2018

E. Top ranking by American Parents Association

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