International Brand Management

Question 1 In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging procees requires understanding consumer brand knowledge and how it changes from such associations.” (Keller, 2002, p.595 Through critical discussion derived from academic peer reviewed published work and a range of researched examples, determine to what extent you agree or disagree with this statement. Consider the multidimensionality of measuring sources of brand knowledge structure for an international brand manager.
Question 2 “…newness might also have a dark side. As researh on new technologies suggest, innovations might disrupt everyday routines and create interpersonal conflicts.” (Coskuner-Bali and Sandikci, 2004, p.128)
Critically discuss, using illustrative examples, how an understanding of ‘newness’ can help product and brand managers to grow their innovations in the market place.




Sample Solution