Microsoft Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations.

Which brands do you have the most resonance with? Why?

Can every brand achieve resonance with its customers? Why or why not?

Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity.

Which companies do you think do a good job managing their customers? Why?

Can you think of digital platforms (such as TripAdvisor, Airbnb) that have built a strong brand presence? Can you identify key factors contributing to their success?