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Brand Management Question Review

The document outlines topics and questions covered in 13 chapters on branding and brand management. Chapter 4 discusses assessing brand elements' contributions to brand equity and describing options for brand elements. Chapter 5 covers relationship, permission, experiential, and one-to-one marketing tactics and profiling brands' pricing and channel strategies. Chapter 6 examines the internet's role in brand building and evaluating brand websites and marketing communications options.

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178 views2 pages

Brand Management Question Review

The document outlines topics and questions covered in 13 chapters on branding and brand management. Chapter 4 discusses assessing brand elements' contributions to brand equity and describing options for brand elements. Chapter 5 covers relationship, permission, experiential, and one-to-one marketing tactics and profiling brands' pricing and channel strategies. Chapter 6 examines the internet's role in brand building and evaluating brand websites and marketing communications options.

Uploaded by

Tohidkhan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 4:

1. Identify brand elements and assess their ability to contribute to brand equity according to
the choice criteria.
2. What are your favorite brand characters? Do you think they contribute to brand equity in
any way? How? Can you relate their effects to the customer-based brand equity model?
3. Describe major options and tactics for brand elements.
Chapter 5:
1. Have you had any experience with a brand that has done a great job with relationship
marketing, permission marketing, experiential marketing, or one-to-one marketing? What
did the brand do? Why was it effective?
2. Choose a product category. Profile all the brands in the category in terms of pricing
strategies and perceived value. Briefly explain the channel strategy.
Chapter 6:
1. What do you see as the role of the Internet in building brands? How would you evaluate
the Web site for a major brand—for example, Nike, Disney, or Levi’s? How about one of
your favorite brands?
2. Mention major marketing communications options. Explain four major marketing
communication options.
3. What are the major challenges in designing brand-building communications?
Chapter 7:
1. Think of the country in which you live. What image might it have with consumers in
other countries? Are there certain brands or products that are highly effective in
leveraging that image in global markets?
2. What are the three important factors in predicting the extent of leverage from linking the
brand to another entity?
3. Explain the advantages and disadvantages of Co-Branding and Licensing.
Chapter 8:
1. What do you see as the biggest challenges in conducting a brand audit? What steps would
you take to overcome them?
2. What do you mean by brand tracking studies? What to track? How to conduct tracking
studies?

Chapter 10:
1. Choose a product. Conduct a branded and unbranded experiment. What do you learn
about the equity of the brands in that product class?
2. What do you mean by comparative methods? Explain its various types.
Chapter 11:
1. Pick a company. As completely as possible, characterize its brand portfolio and brand
hierarchy. How would you improve the company’s branding strategies?
2. Contrast the branding strategies and brand portfolios of market leaders in two different
industries.
3. Discuss different levels of a brand hierarchy and major challenges in setting up a brand
strategy.
Chapter 12:
1. Define brand extension. State the key advantages and disadvantages of brand extensions.
2. How consumers evaluate brand extensions? What are the managerial assumptions about
brand extensions?
Chapter 13:
1. What actions has a brand taken to be innovative and relevant? Can you suggest any
changes to its marketing program?
2. How would you characterize the efforts to reinforce or revitalize brand equity?
3. Choose a brand that has recently experienced a marketing crisis. How would you evaluate
the marketers’ response? Migration strategies or retiring brands would be the best
decision for it.

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