Strategic Brand Management
• Identify and assess the sources of brand equity outlining the Customer-Based Brand Equity Model for your brand.• Evaluate how the brand’s elements build brand equity• Critically examine the brand’s current marketing programmes, talk to potential customers, workmates,etc., about the brand.(Evidence questionnaire?)• Evaluate the ‘brand knowledge structure’ of a brand.• Discuss the role of ‘brand knowledge’ in building brand equity,• Provide recommendations as to how the brand should be managed.
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