TUTORIALS

1. What is Brand Equity?
2. Assume you poll 10 or so consumers about their brand loyalty in various product categories (e.g., toothpaste, dishwashing soap, shampoo, deodorant, toilet tissue, soda, salsa, ice cream, cereal, potato chips, jeans, running shoes, and socks)

a)Are there brands or categories for which consumer loyalty is relatively high?

b)How do consumers explain their loyalty or lack thereof?

c)How marketing strategies are affected by consumer attitude and behavior patterns (or, alternatively, how should they be affected)?