Problem
You are a Marketing Specialist at RAA (Royal Automobile Association). Your company recently hired a new Brand Manager. The new manager is excited and proposed that it is time to revamp RAA's brand logo and colour. She has asked for your perspective.
You remember that you learned about distinctive assets at university. Using the knowledge that you have learned; you construct a couple of points in response to the manager:
A. What are distinctive assets, and what are the benefits of having them?
B. What two measures can brands use to assess the strength of their distinctive assets?
C. What are the three principles for building strong, distinctive assets?
D. Comment on RAA's distinctive assets. Explain what you think will happen when/if RAA changes its logo and colour. Would you recommend changing the brand's logo and colour?