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Module 1 Discussion Pick two brands, one that has achieved significant resonance with you and one that has not. Provide a brief explanation why this is so. Module 2 Discussion Pick two brands that are competing in the same market. Identify the two most important positioning criteria for these brands. On a scale of 1-10, where 10 = best score and 1 = worst score, rate both brands in these two dimensions. Explain why you gave these ratings. Module 3 Discussion Please read the articleIs Digital Killing the Luxury Brandby John Ortved and then provide a critical analysis. The article can be found at: You should address the following issues: Provide a brief summary of the key idea(s) the author is trying to communicate To what degree do you agree/disagree with these ideas and why? Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article? Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example. Module 4 Discussion Please read the article Three Questions You Need to Ask About Your Brandby Kevin Lane Keller and then provide a critical analysis. The article can be found through the Saint Leo University Library at: You should address the following issues: Provide a brief summary of the key idea(s) the author is trying to communicate To what degree do you agree/disagree with these ideas and why? Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article? Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example. Module 5 Discussion Please read the article Cult Brandsby Melanie Wells and then provide a critical analysis. The article can be found at: You should address the following issues: Provide a brief summary of the key idea(s) the author is trying to communicate To what degree do you agree/disagree with these ideas and why? Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article? Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example. 6 Module 6 Discussion Please review the following CarScoops webpage (http://www.carscoops.com/2009/01/video-new-audi-s4-commercial-with-skier.html) and view the associated video regarding an ad campaign that Audi used in 2009. The commercial was never shown in the U.S., but was designed for the European market. Answer the following questions: What is the key idea/concept the commercial is trying to communicate? What is the brand image for Audi that the commercial is focused on demonstrating? How would you rate the effectiveness of the commercial in communicating and supporting the desirable brand image? Why do you think was this commercial more relevant for the European market? Could it have been effective in the U.S.? Module 7 Discussion Identify a failed brand extension. Explain what the key factor was in this failure. Module 8 Discussion McDonald’s is a global brand. How consistent is its image in different countries? Do you have any recommendations?

Module 1 Discussion

Pick two brands, one that has achieved significant resonance with you and one that has not. Provide a brief explanation why this is so.

Module 2 Discussion

Pick two brands that are competing in the same market. Identify the two most important positioning criteria for these brands. On a scale of 1-10, where 10 = best score and 1 = worst score, rate both brands in these two dimensions. Explain why you gave these ratings.

Module 3 Discussion

Please read the articleIs Digital Killing the Luxury Brandby John Ortved and then provide a critical analysis. The article can be found at:

You should address the following issues:

  1. Provide a brief summary of the key idea(s) the author is trying to communicate
  2. To what degree do you agree/disagree with these ideas and why?
  3. Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article?
  4. Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example.
Module 4 Discussion

Please read the article Three Questions You Need to Ask About Your Brandby Kevin Lane Keller and then provide a critical analysis. The article can be found through the Saint Leo University Library at:

You should address the following issues:

  1. Provide a brief summary of the key idea(s) the author is trying to communicate
  2. To what degree do you agree/disagree with these ideas and why?
  3. Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article?
  4. Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example.

Module 5 Discussion

Please read the article Cult Brandsby Melanie Wells and then provide a critical analysis. The article can be found at:

You should address the following issues:

  1. Provide a brief summary of the key idea(s) the author is trying to communicate
  2. To what degree do you agree/disagree with these ideas and why?
  3. Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article?
  4. Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example.

6

Module 6 Discussion

Please review the following CarScoops webpage (http://www.carscoops.com/2009/01/video-new-audi-s4-commercial-with-skier.html) and view the associated video regarding an ad campaign that Audi used in 2009. The commercial was never shown in the U.S., but was designed for the European market.

Answer the following questions:

  1. What is the key idea/concept the commercial is trying to communicate?
  2. What is the brand image for Audi that the commercial is focused on demonstrating?
  3. How would you rate the effectiveness of the commercial in communicating and supporting the desirable brand image?
  4. Why do you think was this commercial more relevant for the European market? Could it have been effective in the U.S.?

Module 7 Discussion

Identify a failed brand extension. Explain what the key factor was in this failure.

Module 8 Discussion

McDonald’s is a global brand. How consistent is its image in different countries? Do you have any recommendations?

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