Assignment
Question 1: McDonald's is a good example of a brand that is constantly evolving based on the changing demands of their customer. The evolution of their coffee offerings based on competition from Starbuck's is another example of how they respond to these changes with brand extensions. What are some other examples of effective new product introduction promotions? What are the most effective methods for communicating information about new products to employees and customers?
Question 2: Revitalize Brand Equity
Identify a fading brand. What suggestions can you offer to revitalize its brand equity? Try to apply the different approaches suggested in this chapter. Which strategies would seem to work best?
When should a brand reinvent itself? What are some strategies for creating excitement about products in the mature stage of the product life cycle? Is there a danger of a brand losing its identity in the mature stage of the product life cycle?
Question 3: Starbucks is a relatively new brand, allegedly created without any advertising. Do some research (on Google, for example) to try to find out how the brand was built. What are the lessons for other new brands?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.