Global Brand Marketing

1. Pick a brand extension. Use the models presented in the chapter to evaluate its ability to achieve its own equity as well as contribute to the equity of a parent brand. If you were the manager of that brand, what would you do differently?

2. Choose a brand that has recently (within the past five years) experienced a marketing crisis. How would you evaluate the marketers’ response? What did they do well? What did they not do well? What would you have done differently?

3. What Brand Would be a Good Fit for Retro Marketing?

-Select a brand that would be a good fit

-How long has the brand existed?

-Does the brand have a slogan or jingle?

-Would the brand appeal to a contemporary audience?

-What are the pre-existing emotional touch points?

-Want audience will it connect with?

-Provide a link to the brand

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