Brand Case Study Essay

1. After having read the baronial definition of customer-based- soil-equity (p. 41) and the ensuing chapter discussion, retrieve of a harvest-time category offering that you are familiar with. How do consumers make finalitys whether or not to buy the production, and how do they arrive at their final taint decision? Do you train with the three ingredients that are the base of operations for the definition of C.B.B.E? What are the implications for shit equity anxiety for the soils in the category?For me, the most familiar commemorate is Nike. I rally the consumers willing consider the outlay of the products and they will consider the product is fit for them or not when they buy the products. Mostly, the consumers will film the shuffle which they used out front because they used this brand before, they have it away this brand and they will have more organized religion for this brand. past, the consumers could choose the brand which they knew or heard before when they buy some new products because the noted brand product basin bring more religious belief for the consumers. I agree with these three ingredients. In fact, I believe most customers, include me, follow these three key ingredients when we choose the brand. I hypothesize fall apart brand equity management can make advance the brand value and image. It can in whatsoever case better promote the brand and let more customers have a go at it your brand. This can avail your brand stay in the top area of the congeneric products.2.Take the coffee tree product category basically dominated by the devil main brands Starbucks and Dunkin Donuts. Evaluate the situation of each brand in terms of the four components of brand positioning. Who are their target markets? What are their main points-of- simile and points-of-difference of opinion? Have they specify their positioning correctly and effectively? How might their positioning be improved?I bring forward the study target market s of Starbucks are the collage students, the white ace employees. For Dunkin Donuts, the target markets consumers are the customers who just want to take in coffee and these customers want to take away their coffee immediately and do not want to toll 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 recover 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 imagine the positioning of Starbucks and Dunkin Donuts are correctly. Both of them choose to focus and develop on one area. This can help they have enough competitiveness and help them improve their brand value.3. Upon reading the chapter discussion of points-of-parity vs. and points-of-difference an you appreciate of any negatively correlated attributes and benefits other than those listed in Figure 2-6 at the bottom of p. 56.? Can you think of any other strategies to deal with negatively correlated attributes and benefits?For example, in the product of lave field, anti-dandruff shampoo vs. sensory hair care shampoo.I think we can ready some sub-brand to avoid these negatively. For example, the shampoo product, we can asseverate two kinds of shampoo, anti-dandruff shampoo and hair care shampoo to reduce 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 a few(prenominal) minutes and review the following youtube.com video name No Logo Brands, Globalization & Resistance. http//www.youtube.com/watch?v=uI0it S3gQFUWhat do you think of Naomi Kleins positions as espoused in (her book) No Logos? How would you respond to her propositions? Do you agree or disagree about her beliefs on the increment of bodily power and why?I think no logo is amazing. Brand help the customer choose the products quickly. Especially 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 cosmos 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.