Please pick one consumer- or business-oriented brand that you feel, based on what you have learned from your course reading this week or other expert opinion, has strong brand equity. Discuss the elements that most contribute to the brand's strength and leading position in its respective market. You may summarize each of these strengths in three to five short bullet points.
Then, pick a contrasting brand whose brand equity is not as strong or has slipped considerably recently and identify the brand elements that have accounted for this decline. Again, you may summarize these brand elements in pithy bullets.