Description
Chose (1) a product (good or service), (2) an organization, or (3) a person that seems to exhibit highly positive brand equity and include the following information in your analysis:
Name and describe the brand: Concentrate on the brand, not the product. What is its physical appearance? How is it affixed to the product and/or packaging? How is it used in advertising?
Explain why you believe the brand exhibits a strong degree of brand equity: Assess its brand awareness, perceived quality, brand associations, and brand loyalty citing objective evidence from your research as much as possible. You might also discuss how the brand “name” and “logo” stack up against the criteria for choosing brand elements (Table 8.1).
Describe the activities taken to build that strong degree of brand equity: What did the organization do to create awareness, increase the perception of quality, associate the brand with positive images, and/or instill loyalty? Consider techniques it might have used for leveraging secondary associations and reinforcing the brand by marketing actions? Could it perhaps have benefited from a general brand strategy or use of either co-branding or ingredient branding? If the brand is part of a company’s brand portfolio, what role does it play in that portfolio?
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