Strategic Brand Management
Answer 8 of the following questions.
- Define brand resonance.
- Describe the steps in building brand resonance.
- Define the brand value chain.
- Identify the stages in the brand value chain.
- Contrast brand equity and customer equity.
- Identify the different types of brand elements.
- List the general criteria for choosing brand elements.
- Describe key tactics in choosing different brand elements.
- Explain the rationale for “mixing and matching” brand elements.
- Highlight some of the legal issues surrounding brand elements.
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