What are some brands that you believe have high brand equity? What are some of the elements of these recognizable brands? Do you think it is crucial to manage brand equity? If so, why? Name a recent brand crisis with which you are familiar. Do you feel this crisis was managed well? Why or why not?
What are some factors that influence consumer purchasing decisions? Which do you believe are most important? What are some ways markets can be segmented? How do firms decide which market segments to target? Each question 1,2,3 each a 200 word response.