Brand Management Test // Assignment and Case Studies

Brand
Management Test // Assignment and Case Studies Test#1
on Nov 8, 2012

LAST NAME :
______________________ First Name
: ______________________________

Based on your own
Internet research, please answer the following questions, 1 to 5. You must type
your answers below each question.

1)
Nivea is known as a very strong brand. Can you explain why? What makes this
brand a strong brand?

2)
Are the following brands (a) strong brands or (b) weak brands that are
struggling (or eventually dead brands)? Explain why these brands are successful
or why they were eventually terminated? You must type your answers in this
table below.

Fila	What kind of brand is it (product/store)?	Strong brand or weak/dead brand? Why?
Oldsmobile	What kind of brand is it (product/store)?	Strong brand or weak/dead brand? Why?
Polaroid	What kind of brand is it (product/store)?	Strong brand or weak/dead brand? Why?
Circuit City (USA)	What kind of brand is it (product/store)?	Strong brand or weak/dead brand? Why?
Borders (USA)	What kind of brand is it (product/store)?	Strong brand or weak/dead brand? Why?
Barnes&Noble (USA)	What kind of brand is it (product/store)?	Strong brand or weak/dead brand? Why?
Kodak	Strong brand or weak/dead brand? Why?	Strong brand or weak/dead brand? Why?

3)
Brand revitalization: do you understand the sources of
brand equity and positive/negative associations with brands which can
change/diminish over time?è Please describe how
the following brands have evolved with time. Over the years, have these brands
been strengthened or revitalized? Or on the contrary, have these brands become
weaker? Why?

Example : Herbal Essences	There were ups and downs since the 1960s. Finally, Procter & Gamble decided to reinvent the brand by repositioning it and aiming at a new target è a brand to experience pleasure when you wash your hair (and no longer just a natural/herbal brand) targeting Generation Y –(before, the target was too broad: it was every woman, and over the years, the old target had migrated towards more expensive products).
Burberry	How has the brand evolved over the years?
Fiat	How has the brand evolved over the years?
Volkswagen	How has the brand evolved over the years?
Mountain Dew	How has the brand evolved over the years?

4)
Brand extensions: How did the following brands reinforce their meaning
through brand extensions? Have they been successful?

Crayola
Weight Watchers
Billabong

5)
Brand portfolios can include four types of brands (flankers, cash cows, low-end
entry level brands and High-end prestige brands): give an example for each type
è describe the brand and
how it fits in the whole company’s portfolio.

English term	French translation	Give another example (please detail)
Flankers (= fighters, to protect flagship brands)
Cash cows (example : Gillette)
Low-end entry level brands (example : BMW Series 1, Mercedes Class A)
High-end prestige brands (example: Corvette is Chevrolet’s prestige brand, Renault F1 helps Renault on foreign markets such as India)

Brand Management Test // Assignment and Case Studies

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