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BUSI3146

A LEVEL 3 MODULE, SPRING SEMESTER 2020-2021

BRAND MANAGEMENT

1. Marketers should choose brand elements to build strong brands. Discuss the criteria for choosing brand elements. Support your answer with references from theory and practice.

2. Brands themselves may be linked to other entities that have their own knowledge structure in the  minds of consumers.  Discuss  how organisations  can  build  brand equity  by  leveraging secondary brand associations. Illustrate your answer with examples.

3. Discuss how to use comparative methods to measure outcomes of brand equity. Illustrate your answer with examples.

4. Discuss the advantages and disadvantages of brand extensions. Illustrate your answer with examples.

5. The brand resonance model provides a road map for brand building. Discuss how organisations should use the brand resonance model to guide brand building activities. Support your answer with references from theory and practice.