Subject: Brand Management

Note: Real examples are appreciated. Provide as much as real examples of real brands.

1. Discuss the branding challenges and opportunities in a normal regular context and in the current pandemic context of COVID - 19. Suggest the possible solutions for luxury brands and brands of basic necessity items to maintain their brand equity at this moment of time.

2. Pick a category basically dominated by two main brands. Evaluate each of their segment, target and brand positioning. What are their main points-of-parity and points-of-difference? Have they defined their positioning correctly? How might it be improved to enhance brand equity further? Discuss.

3. Choose a brand from any service category. Profile all its marketing programs as far as possible and suggest the changes to be made to recruit, retain and regain its customer at this current pandemic situation of COVID - 19 and also after normalization from this current situation. What and how would you formulate your strategies differently? Discuss.

4. Pick a brand from any product category. Suggest how would you like to proceed for its brand audit. Discuss the various models that you would like to apply to check the health of that particular brand. Discuss the possible challenges and suggest the steps that you would take to overcome these challenges.

5. Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy. How would you improve the company's branding strategies? Discuss.

6. Pick a brand extension from any product or service category. Use the models to evaluate its ability to achieve its own equity as well as contribute to the equity of a parent brand. If you were the manager of that brand, what would you do differently? Discuss.