ASB 4530 Global Brand Management | Bangor University
- Bangor University / ASB4530
- 17 Mar 2021
- Price: $42
- Management Assignment Help / Business Management Assignment Help
ASB 4530 Global Brand Management | Bangor University
ASB-4530 Global Brand Management
Answer any TWO questions
Q1.
Outline the concept of customer-based brand equity and discuss the ways in
which customer-based brand equity can be built. [1,000 word limit].
Q2.
Discuss how advertising and promotion may contribute to building brand equity.
[1,000 word limit].
Q3.
Discuss the brand personality framework (Aaker, 1997) and provide an example of
each dimension. What are the main criticisms of Aaker’s (1997) brand
personality framework and how has more recent research addressed these
criticisms? [1,000 word limit].
Q4.
Discuss the use of celebrity endorsement for leveraging secondary brand
associations to build brand equity. Provide ONE example of the successful use
of celebrity endorsement to build brand equity and ONE example of where
celebrity endorsement proved to be a risk to the brand’s brand equity. [1,000
word limit].
Q5.
Outline the 5 different strategic experiential modules (Schmitt, 1999). Discuss
how brands may use these strategic experiential modules to build brand equity.
[1,000 word limit].
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