1. Explaining Customer-Based Brand Equity – Select a specific brand that is familiar to you, but different from the one you selected in the first question for this assignment. Answer the following questions in regards to the brand you select. [Note, you will need to read and refer to the “Building Customer-Based Brand Equity” reading for this portion of the assignment.]
a. What is a specific brand that has established itself as highly salient in your mind in a particular usage situation. [as part of your answer, identify both the brand and the usage situation. Note, this is a relatively short answer].
b. Referring to the brand you identified, what is one way that it’s performance and one way that its imagery has contributed to brand’s the meaning in your mind.
c. Referring to the brand you identified, what is one way you have responded to the brand. In your answer, describe one way you responded by making a specific judgement and one way you responded by having specific feelings.
d. Referring to the brand you identified, to what extent has the brand resonated with you? In your answer, select one of the ways a brand can resonate (i.e., behavioral loyalty, attitudinal attachment, sense of community, and active engagement) and describe the how the brand has resonated with you in that way.
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