Market-Based Management 6th Edition by Roger Best

تمرين 25

The three interactive marketing performance tools and the application exercises outlined here will strengthen your understanding of product positioning, brand name development, and brand equity. To access the tools, go to www.MBM-BEST.com.
Brand Equity (Figures 7-21 to 7-23)
A. Estimate the brand assets and brand liabilities for a brand that you believe to be strong.
B. Estimate the brand assets and brand liabilities for a brand that you believe to be weak.
C. Compute the brand equity for each and discuss how a difference in brand equity could impact sales and profits.