1. Brand Equity refers to the added value a brand gives to a product or service in the marketplace. From your reading and understanding of the Southwest Airlines case list, six things that SWA does that contributes to their brand equity and explain how or why for each.
2. Essary Enterprises has bonds on the market making annual payments, with nine years to maturity, a par value of $1,000, and selling for $978. At this price, the bonds yield 7.4 percent. What must the coupon rate be on the bonds? (Do not round intermediate calculations. Enter your answer as a percent rounded to 2 decimal places, e.g., 32.16.) Coupon rate %