BRAND KNOWLEDGE ASSIGNMENT

Instructions: Complete this assignment individually. Do not exceed 1 single-spaced page. To earn full points, your write-up must be complete and accurate. Upload a Word document (not pdf) with you name in the upper right corner.

  1. Find three ads (images not videos) of three branded products based on the three benefits that the ads appeal to – functional, symbolic, and experiential benefits (one ad per benefit).
  2. Based on Ch. 2 diagram (p. 30, Figure 2.2) and the material on brand knowledge in the textbook, what is the brand image of each product?
  3. Discuss all aspects of the brand image according to Figure 2.2 “A Customer-Based Brand Equity Framework.”

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