Question: QUESTION 1 Answer both (a) and (b) A growing number of businesses are extending their brands. Discuss in detail the statement above. Develop your answer

QUESTION 1 Answer both (a) and (b) A growing

QUESTION 1 Answer both (a) and (b) A growing number of businesses are extending their brands. Discuss in detail the statement above. Develop your answer with current examples from industry. (16 marks) (6) Identify the implications on industry owing to the growth of brand extensions. (9 marks) Total (25 marks) QUESTION 2 Illustrate and discuss in detail the strategic brand management process. Develop your answer with examples from industry. (25 marks) QUESTION 3 Answer both (a) and (b) (a) Discuss in detail four judgment dimensions of a brand. Enhance your answer with relevant examples. (15 marks) (b) Identify and discuss four "resonance dimensions" of a brand, (10 marks) Total (25 marks) QUESTION 4 Customer equity is the sum of lifetime values of all customers. Blattberg and Deighton (1996) offer eight guidelines as a means of maximizing customer equity. Discuss these guidelines in detail and use examples where possible to enhance your answer. (25 marks)

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