1. Customer-Based Brand Equity Analysis Using information from the Black & Decker (B&D) case study, answer these three questions related to Black & Deckers (B&D) customer-based brand equity.
   1. What specific performance and imagery characteristics of the Black and Decker brand influence what the brand means to consumers in the ProfessionalTradesman segment? Identify at least 1 specific performance characteristic and at least 1 specific imagery characteristic and briefly explain how each impacts the brands meaning in this segment of customers.
3. 2. How do consumers respond to Black and Decker in the Professional Tradesman segment of the power tools market? In your answer, identify specific information regarding customers judgements and feelings presented in the case.
5. 3. Does the Black and Decker brand have a positive or negative brand resonance with consumers in the Professional - Tradesman segment? Provide specific information and data from the case to support your answer.
   4. Guidance: The Building Customer-Based Brand Equity article by Kevin Keller defines the underlined terms in parts a, b, and c of this question. Your answer in each part should be consistent with these explanations, but the answer does not necessarily have to incorporate all information from the article. For example, in part b, your answer should clearly cover judgements and feelings, but you may mention only 1 specific judgement and only 1 specific feeling about B&D in your answer (the article provides multiple types of judgements and feelings).
6. Strategic Brand Management Recommendation: Which of the 3 options (presented at the end of the case) would you recommend, and why would you recommend this option? As you explain your recommendation, be sure to use specific information from your analysis in questions 1 & 2 and other information from the case to support your answer

Guidance:

Your answer should only use information from the case. Do not incorporate information about social media or recent information about Black & Decker in your answer