Reference no: EM131093241

Please answer all questions fully, clearly and briefly.

Each answer should be between 1.5 and 3 pages, plus data/tables/charts/etc

1. How do you contrast a "brand" and a "product"? Given the fact that a product has physical characteristics, how will you build the "personality" of a brand? Discuss with three examples.

2. Discuss the "brand equity" concept.

Think about this idea: "we will introduce a common denominator, or unified conceptual framework based on the concept of brand equity, as a tool to interpret the potential effects of various strategies" What is he implying? Consider the fact that a dress worn by Audrey Hepburn was sold for $56,550...explain the magic marketing myth behind such reactions of the consumers.

3. Discuss the role of packaging in the success of a product. What function does it achieve relative to branding? Illustrate this with three real-world examples

4. Discuss the "brand asset valuator" concept of YOUNG & RUBICAM