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BUSI3146

A LEVEL 3 MODULE, SPRING SEMESTER 2021-2022

BRAND MANAGEMENT

1. What  is  brand  knowledge?  Discuss  how  quantitative techniques can  be  used to  profile consumers’ brand knowledge. Support your arguments with relevant examples.

2. Describe the brand value chain and discuss how organisations can use it to monitor brand performance. Illustrate your answer with examples.

3. Outline and discuss the steps that brand managers should follow to assess brand extension opportunities. Support your arguments with relevant examples.

4. Discuss how organisations should actively manage brand equity over time by reinforcing and revitalising brands. Illustrate your answer with examples.

5. Why do organisations build brand equity by leveraging secondary brand associations? Discuss how organisations can leverage secondary associations related to people, places, events, and third-party sources.