Strategic Brand Management

Marketing

¢ Identify and assess the sources of brand equity outlining the Customer-Based Brand Equity Model for your brand.
¢ Evaluate how the brand’s elements build brand equity
¢ Critically examine the brand’s current marketing programmes, talk to potential customers, workmates,etc., about the brand.(Evidence questionnaire?)
¢ Evaluate the brand knowledge structure’ of a brand.
¢ Discuss the role of brand knowledge’ in building brand equity,
¢ Provide recommendations as to how the brand should be managed.

Solution

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