Reference no: EM131529295
1. Identify and define five types of relationships consumers can develop with the brands they know and use. Provide an example for each.
2. When managing brands, developing the proper positioning is an earemely important task. Describe the three (3) key steps involved in brand positioning.
3. What is brand resonance? Using examples, describe the four (4) categories of brand resonance.
4. Of the six criteria for choosing brand elements, which three (3) are best suited to be used by brand managers to leverage and maintain brand equity (i.e., as part of their defensive strategy).
5. Brand name pronounce-ability and recall-ability can be enhanced by using consonance and onomatopoeia. Using examples, explain the difference between the two.
6. When it comes to designing a brand logo, brand managers have a number of types they can choose from. Describe four (4) different types, using examples to illustrate each.
7. Characters are a special type of brand symbol, one that takes on human or real-life characteristics. Outline the three (3) key benefits of having a character as a brand element.
8. Briefly explain four (4) contact or touch points brand managers can adjust to ensure that consumers have the `right brand experience.
9. Quite often, brands use spokespersons to promote its products. Describe three (3) advantages and three (3) disadvantages of using well known and admired people to build secondary brand associations.
10. Young and Rubicam's Brand Asset Valuator (BAV), which measures brand performance along four dimensions, can be used to explain how brands grow, get into trouble and recover. Identify and define the four (4) dimensions of the BAV model. How do brands with 'eroding potential' typically fare along the four dimensions?
11. A brand portfolio includes all brands sold by a company in a product category. What are the four (4) roles brands may play within a portfolio?
12. You are the brand manager for SlimRight, a new soft drink that causes weight loss. You notice that sales have been very slow to pick up. In conducting some exploratory market research, you find that consumers are deliberately avoiding and rejecting the SlimRight brand. Explain three (3) key reasons as to why consumers might be choosing to avoid the SlimRight brand.