Questions
1. Many methods of valuing brands have been discussed, including those by Interbrand and Millward Brown (WPP BrandZ), which each use a wide range of criteria in their calculations. Discuss the strengths and weaknesses of these two models and suggest improvements to them
2. Can branding principles be applied to religions? Discuss
3. One of the consulting firms that provide brand valuations deliberately excludes the underlying product from its valuation. That is, it considers only intangibles such as consumers’ views of the brand. Discuss the advantages and disadvantages of this approach (intangible view) to brand management and valuation. Use a brand of your choice as an example if you wish
4. Discuss, using appropriate theory and examples from any industries and countries of your choice, how a manager would deal with a brand that needed: a. Reinforcement (10 marks) b. Revitalisation (10 marks) c. Retirement (5 marks) You may use different industries and markets for each part of this question if you wish.
5. Using a brand and market of your choice, illustrate how marketers should use all elements of the marketing mix to enhance customer-based brand equity, adopting a rational and/or emotional route. Use the principles of the CBBE pyramid to help illustrate your argument.
6. Describe, using three different examples, how the management of PODs and POPs can affect customer-based brand equity. In your answer, you may choose examples from any industries or markets of your choice.
7. Climate change is being seen as increasingly important by consumers, in Australia and internationally. Imagine that you were the CEO of a major consumer business, with wide management control, and your Board of Directors has instructed you to respond to this growing shift in consumer sentiment. Discuss which brand management techniques you would use, and why. You may choose to use real or imaginary businesses as examples in your
2. Can branding principles be applied to religions? Discuss
3. One of the consulting firms that provide brand valuations deliberately excludes the underlying product from its valuation. That is, it considers only intangibles such as consumers’ views of the brand. Discuss the advantages and disadvantages of this approach (intangible view) to brand management and valuation. Use a brand of your choice as an example if you wish
4. Discuss, using appropriate theory and examples from any industries and countries of your choice, how a manager would deal with a brand that needed: a. Reinforcement (10 marks) b. Revitalisation (10 marks) c. Retirement (5 marks) You may use different industries and markets for each part of this question if you wish.
5. Using a brand and market of your choice, illustrate how marketers should use all elements of the marketing mix to enhance customer-based brand equity, adopting a rational and/or emotional route. Use the principles of the CBBE pyramid to help illustrate your argument.
6. Describe, using three different examples, how the management of PODs and POPs can affect customer-based brand equity. In your answer, you may choose examples from any industries or markets of your choice.
7. Climate change is being seen as increasingly important by consumers, in Australia and internationally. Imagine that you were the CEO of a major consumer business, with wide management control, and your Board of Directors has instructed you to respond to this growing shift in consumer sentiment. Discuss which brand management techniques you would use, and why. You may choose to use real or imaginary businesses as examples in your