Question: Chapter 4 1 . Pick a brand. Identify all its brand elements and assess their ability to contribute to brand equity according to the choice

Chapter

4

1 .

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.

2 .

What are your favorite brand characters? Do you think they contribute to brand equity in any way? How? Can you relate their effects to the customer

-

based brand equity model?

3 .

What are some other examples of slogans not listed in the chapter that make strong contributions to brand equity? Why? Can you think of any

bad

slogans? Why do you consider them to be so

?

4 .

Choose a package of any supermarket product. Assess its contribution to brand equity. Justify your decisions.

5 .

Can you think of some general guidelines to help marketers mix and match brand elements? Can you ever have

too many

brand elements? Which brand do you think does the best job of mixing and matching brand elements? How do online channels and offline channels differ in their use of brand elements?

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