1. Compare how brand promises are communicated in luxury and non luxury brands. In what ways are they the same and in what ways do they differ?
2. Describe each stage of the brand life cycle. At what stage does it make sense for a brand to consider re-positioning?
3. Discuss the steps needed to construct a segmentation model using pyramids. What are some of the consumer behavior areas that pyramids can be used to frame and understand?
4. How is brand equity different from brand evaluation? How do they contribute to brand value?