Business Studies

Strategic Brand Management

Answer 8 of the following questions.


  1. Define brand resonance.
  2. Describe the steps in building brand resonance.
  3. Define the brand value chain.
  4. Identify the stages in the brand value chain.
  5. Contrast brand equity and customer equity.


  1. Identify the different types of brand elements.
  2. List the general criteria for choosing brand elements.
  3. Describe key tactics in choosing different brand elements.
  4. Explain the rationale for “mixing and matching” brand elements.
  5. Highlight some of the legal issues surrounding brand elements.

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