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
