Assume that you have been recently hired by Kellogg, the cereal manufacturer. You have been asked to work on a plan for redesigning the packaging for Kellogg's cereals. In a role-playing situation, present the following report to your marketing superior:
a. Discussion of the problems or complaints customers have with current packaging
b. Several different package alternatives
c. Your recommendations for changing packaging or for keeping the packaging the same brands and select any five in which you have interest.
For each, observe whether brand equity has been trending up or down over the past few years. How does Interbrand explain the changes (or stability) in each? Do you agree with Interbrand's assessment or do you have another opinion about why your brand's equity is what it is?