Assignment
Question 1: Define brand resonance and describe the steps in building brand resonance. Define the brand value chain and identify the stages in the brand value chain.
Contrast brand equity and customer equity and discuss why you think this is important.
Question 2: Pick a brand. Identify all its brand elements and assess their ability to contribute to brand equity according to the choice criteria identified in this chapter.
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?
Question 3: 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? Could others learn from that?
Think about the products you own. Assess their product design. Critique their after-marketing efforts. Are you aware of all of the products' capabilities? Identify a product whose benefits you feel you are not fully capitalizing on. How might you suggest improvements?
Question 4:Watch the "TEDTalks: Sheena Lyengar-The Art of Choosing" video and respond.
Question 5: Read article and respond
Satisfaction is just the start. The new vocabulary of brand management.
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.
Attachment:- Aricle.rar