around 3-4 pages
Class: Power of the Brand
Textbook: Strategic Brand Management: Building Measuring, and Managing Brand Equity (4th Edition)
Answer all the Questions : All questions require at least 3 references including the textbook. Give examples to elaborate on your answers. Your answer must be comprehensive and detailed.
- Pick a brand. Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations. Can every brand achieve resonance with its customers? Why or why not?
- Pick a brand and gather all its marketing communication materials. How effectively have they “mixed and matched” marketing communications? Have they capitalized on the strengths of different media and compensated for their weaknesses at the same time? How explicitly have they integrated their communication program?
- Pick up a current issue of a popular magazine. Which print ad you feel is the best, and which ad you feel is the worst based on the criteria described in the chapter?
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