Branding Assignment

timer Asked: Feb 6th, 2019
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Question Description

Respond to each question thoroughly yet succinctly. The response should be one page, single-spaced. PLEASE no plagiarism as it is going to be going through many different checks. Can be formatted:





·1. Clearly explain what brand equity is (10 points). Now, choose a product category (examples of product categories are “Cars,” “Cell Phones,” “Universities,” “Watches,” etc.) and write about differing (one higher and one lower) brand equities within that product category (8 points).

·2. For many years, Ferrari (a much higher end brand than Porsche) has been known as a manufacturer of expensive luxury automobiles. They are considering how to attract the very large segment of the car-buying market that purchases medium-priced ($40,000) vehicles. According to class material, what is the best branding strategy for Ferrari and why (8 points)?

·3. Companies build and manage their brands very carefully (if they are smart). The positioning must be continually communicated to consumers. Are brands maintained by advertising or by consumer experiences (8 points)? Explain. Give an example of a poorly maintained brand (explain what happened) (8 points).

·4. We often hear about developing a personal brand. What does this mean and why is it encouraged? (8 points)

Tutor Answer

School: Carnegie Mellon University



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1. Brand equity refers to the value of a brand, which is determined through the perception of the
consumers as well as their experiences with the brand. When consumers value a brand and
think highly of it, then it has positive brand equity. However, when a brand disappoints on a
consistent basis making people to advise others to avoid it, then it has negative brand equity.
In the car industry, different brands have different values. For example, the Ferrari has a
higher value than the Volkswagen. This is because the Ferrari is a luxury car with desirable
features and has maintained its high brand value by continuing to fulfill the needs of
consumers as well as maximizing its shareholder value. The Volkswagen brand has however
been having lower brand equity as its brand h...

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Good stuff. Would use again.

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