Brand Management
1. What do brand means to you? What are your favorites brand and why? 2. Why are brands important? What functions do they perform that makes them so important to marketers? 3. What do you thing has the strongest brand and why? 4. Can you think yourself as a brand? What do you do to brand yourself? 5. What do you think of the new branding challenges and opportunities that are listed from brand builder's point of view? Can you think of any other issues? 6. What is brand mantra? List the three factors of the knowledge building process. 7. Google and Yahoo are the world’s top brands. Do you agree or disagree? If so, then what are the main reasons that make them top? 8. Think one of your favorite brand from All clear or Mojo. Can you come up with the brand mantra to capture its positioning? What are the positioning guidelines you may deploy if you be the manager of your favorite brand? 9. Explain with examples the things that can be branded in today’s business. 10. ‘Strategic brand management process involves the design and implementation of marketing programs and activities to build, measure and manage brand equity.’ To justify your answer show the steps of it and with example. / Briefly explain the strategic brand management process. 11. Can you think of anything that can be branded? Pick an example other than services, products, retailers and distributors, people and organizations, sports, arts and entertainment. Describe how each is a brand. 12. How geographical location can be branded. Explain with example. 13. Define leveraging secondary brand knowledge. 14. Explain the secondary association that can be leveraged with a brand. 15. Define brand equity? Discuss the basic principles of branding and brand