Chapter $10$

$1.$ Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity. Which measures work best? Why?

$3.$ Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker$$s brand personality inventory?

$4.$ Describe how social media data can be utilized in understanding brand perceptions.

$5.$ Describe how social media monitoring is changing how brands can monitor consumers$$ thoughts and perceptions regarding a brand. What are the implications of this trend for brand management as a whole?

$6.$ Describe what attribution modeling is$.$ Why is it important in today$$s communication

environment?

$7.$ Think of your brand relationships. Can you find examples of brands that fit into Fournier$$s

different categories?