Question: Using the Brand storming Case in Chapter 1 as a guide, select a product - centric firm and create a set of consumer - centric

Using the Brand storming Case in Chapter 1as a guide, select a product-centric firm and create a set of consumer -
centric intellectual property assets.
2. Imagine that you are the brand manager for Coach (a luxury handbag and accessories firm). The CFO has
suggested that the firm could increase margins by having products made in China. Would you approve of this? If
not, what would you suggest? Explain your rationale.

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