Chapter $8$

$1.$ The Boeing Company manufactures different types of aircraft for the commercial airline industry, for example, the $727,747,757,767,777,$ and now, the $787$ jet models. Is there any way for Boeing to adopt an ingredient branding strategy with its jets? How? What would be the pros and cons?

$2.$ After winning major championships, star players often complain about their lack of endorsement offers. Similarly, after every Olympics, some medal$-$winning athletes lament their lack of commercial recognition. From a branding perspective, how would you respond to the complaints of these athletes?

$3.$ Think of the country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets?

$4.$ Which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they contribute to the equity of the retailer? Conversely, how does that retailer$$s image help the image of the brands it sells? What is the impact of online versus offline retail storefronts in creating your image of this retailer?

$5.$ Pick a brand. Evaluate how it leverages secondary associations. Can you think of any ways that the brand could more effectively leverage secondary brand associations?

$6.$ Select a social media celebrity. Can you find brand names that could use this celebrity for sponsored posts online? What about a smaller, less known celebrity? How would the effects of these two types of influencers $($i$.$e$.,$ large$/$well$-$known versus small$)$ vary in terms of their impact on a brand?