Chapter Questions
Write brief notes explaining what branding is.
How do brands assist customers and brand owners?
Summarise Biel's concept of 'brand magic'.
Select five consumer brands and evaluate their characteristics.
Explain the concept of a brand portfolio and set out what you understand by the terms 'architecture', 'bastion' and 'fighter brands'.
Discuss the relative importance of the three elements that determine the strategic aspect of branding. Which of these was used by Domino's?
Explain four different ways in which marketing communications can be used to develop brand associations.
Find three non-FMCG brands and evaluate how their brand strength has been developed without the aid of advertising. How might you improve the strength of these brands?
How might online branding complement offline branding activities?
Discuss two approaches to brand equity.