QUESTION 1 (COMPULSORY) Brands with a strong equity are no accident they are a result of thoughtful and imaginative planning and a strategic brand management process. Firms launching a new product need to carefully and creatively craft brand trategies and tactics to maximize the probability of success. Accomplishing the four step helps to ensure that a brand strategy is put into place that maximizes the potential value of the new product or service. As the head of brands management, discuss the below four steps that brand marketers must take in branding: 1) Identifying and establishing brand positioning and values. 2) Planning and implementing brand marketing programs, 3) Meuring and interpreting brand performance, and ) Growing and sustaining brand equity. For each step, highlight come concepts, give illustrative examples, and practical idelines (20 MARKS) QUESTION 2 With the aid of a diagram and a pract in mind, discuss extensively the six (6) building blocks and four (4) activities ince the brand resonance model looks at building a brand as a sequence of steps, cach of which is contingent on successfully achieving the objectives or the previous one (20 MARKS QUESTION Discuss in detail how marketing activities in general and product, pricing, communication and distribution strategies in particular-boild brand equity since marketers integrate these activities to enhance brand awareness, improve the brand image, elicit positive brand responses, and increase brand resonance (20 MARKS). QUESTION 4 A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. This is product may be a physical good like a cereal, automobile service such as an airline bank, or insurance company, a retail outlet like department store a person such as a political figure, or professional athlete, an organization like a non-profit, trade organization, or arts group: a place including a city, stato, or country or even an idea like a political or social cause. Discuss the five levels of meaning for a (20 MARKS)