Case Study: Branding & Positioning NASCAR has built an iconic brand over the decades. The case study in the textbook reviews the entity from all different angles from developing relationships with sponsors to developing a robust and loyal fan base. Please address the following questions/topics in one narrative consisting of a total of 3-4 paragraphs:

1. In what ways could NASCAR benefit from going through a Brand Essence rediscovery process?
2. In a few words how would you describe NASCARs Brand Essence? What were some of the insights from the dimensions on the Brand Wheel that got you to that answer i.e., personality, values, etc.
3. What aspect of the original brand remains relevant in todays times? How could those attributes and brand equity be leveraged to propel the brand?
4. How important is the brands longevity and brand story to the relevancy of the brand in terms of current customers? Future customers?