Question: This is an individual case study. QUESTIONS TO GUIDE YOUR ANALYSIS 1 . Assess Exo s brand equity ( e . g . consumer awareness,

This is an individual case study.
QUESTIONS TO GUIDE YOUR ANALYSIS
1. Assess Exos brand equity (e.g. consumer awareness, quality, loyalty and unique brand
associations). Compare and contrast Exos brand equity with that of Aspires Aketta
brand.
2. As Aspires chief executive officer, how would you position the newly acquired Exo
Brand? Which consumer segments are most attractive? Consider the competition in
formulating your response.
3. Based on Exos positioning, what is the appropriate marketing mix (e.g. product, price
distribution and promotion)?

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