Brand Case Study Essay

1. After having read the formal definition of customer-based- brand-equity (p. 41) and the turn up chapter discussion, theorise of a product category offering that you are old(prenominal) with. How do consumers make decisions whether or non to buy the product, and how do they gain at their final brand decision? Do you agree with the ternion ingredients that are the basis for the definition of C.B.B.E? What are the implications for brand equity circumspection for the brands in the category?For me, the most familiar brand is Nike. I guess the consumers impart consider the price of the products and they testament consider the product is set(p) for them or not when they buy the products. Mostly, the consumers will choose the brand which they employ forwards because they used this brand before, they know this brand and they will provoke more trust for this brand. Somemagazine, the consumers could choose the brand which they knew or heard before when they buy virtually new p roducts because the famous brand product abide bring more trust for the consumers. I agree with these three ingredients. In fact, I believe most customers, include me, follow these three distinguish ingredients when we choose the brand. I look at bump brand equity management tidy sum improve the brand value and image. It stub also better promote the brand and let more customers know your brand. This can succor your brand stay in the top area of the congeneric products.2.Take the chocolate product category basically dominated by the two master(prenominal) brands Starbucks and Dunkin Donuts. Evaluate the positioning of each brand in terms of the quartet components of brand positioning. Who are their target markets? What are their main points-of- similitude and points-of-difference? Have they define their positioning correctly and effectively? How might their positioning be ameliorate?I think the major target markets of Starbucks are the collage students, the discolor col lar employees. For Dunkin Donuts, the target markets consumers are the customers who just want to drink coffee and these customers want to take away their coffee immediately and do not want to cost much money on coffee.The main points of parity for Starbucks and Dunkin Donuts are that the product of them is coffee and both of them also sell some fast food. The main points of difference for them are the price and store layout.I think they define their positioning correctly and effectively. For Starbucks, they define their brand as a high-end coffee brand. Now, this brand is famous around the world. For Dunkin Donuts, they define thier brand as a quickly service coffee. Now, they are also success. I think the positioning of Starbucks and Dunkin Donuts are correctly. Both of them choose to focus and bewilder on one area. This can help they have enough combat and help them improve their brand value.3. Upon reading the chapter discussion of points-of-parity vs. and points-of-differenc e an you think of either negatively correlative attributes and benefits other than those listed in Figure 2-6 at the provide of p. 56.? Can you think of any other strategies to deal with negatively correlated attributes and benefits?For example, in the product of shampoo field, anti-dandruff shampoo vs. Hair care shampoo.I think we can create some sub-brand to avoid these negatively. For example, the shampoo product, we can produce two kinds of shampoo, anti-dandruff shampoo and hair care shampoo to stiffen the negatively correlated attributes and benefits. This strategy will give the option to the customers. They will choose any product of our brand and we will avoid the negatively correlated attributes and benefits.4.After finishing the chapter take a few minutes and follow-up the following youtube.com video titled No Logo Brands, Globalization & Resistance. http//www.youtube.com/ picture?v=uI0itS3gQFUWhat do you think of Naomi Kleins positions as espoused in (her book) No Lo gos? How would you respond to her propositions? Do you agree or disagree more or less her beliefs on the emersion of corporate power and why?I think no logotype is amazing. Brand help the customer choose the products quickly. specially now, most people do not too much time to choose the products one by one. They like choose products from the brand which they know. If no logo and no brand, I think most customer will be in confusion when they buy somethings. In addition, I think globalization is the trend. I dont think no logo can prevent the existence of the exploitation. However, I agree with her beliefs on the growth of corporate power. Because most global corporate are worthy. Sometime they can impact the policies of the government, especially in those underdeveloped nations.