Building Brand Equity
Designing marketing programs, integrating marketing communications, and leveraging brand knowledge are all areas that your text outlines as components for building brand equity. Choose one (1) brand for each of the parts below and research how the parent company used the listed strategy to build the brand’s equity. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (A 5-page response is required.)
Part A Select a brand that uses a specific pricing strategy and explain the strategy. Research how the brand uses this particular strategy and the failures/successes of the strategy. In what way does the pricing strategy relate directly to the brand’s equity? Explain.
Part B Select a brand that uses a unique marketing communication strategy such as buzz marketing or non-profit sponsorship. Explain the strategy; then research how the brand uses the particular marketing communication strategy to build equity. How successful is the marketing communication strategy in building brand equity?
Part C Select a brand that is practicing the co-branding or ingredient branding strategy. First, explain the strategy. Next, research and present the advantages and disadvantages that this leveraging has for the brand. What effects does the co-branding have on each of the brand partners? Would you have recommended this strategy for leveraging? Explain.