Measuring Brand Performance and Ensuring Sustainability
1. Discuss how you will audit your brand (ch.9) including the brand inventory and the brand exploratory.
2. Describe your brand equity management system (ch.9) and include the three steps.
3. Describe qualitative research techniques, quantitative research techniques, and social media listening/monitoring research techniques (ch.10) applicable to your proposed product and brand.
4. Develop the three-step brand architecture strategy (ch.12) applicable to your proposed product and brand.
5. Discuss strategies for managing your proposed product and brand over time (ch.14) including reinforcing and revitalizing your brand.