1. Identify a fading brand. What suggestions can you offer to revitalize its brand equity? Try to apply the different approaches suggested in this chapter. Which strategies would seem to work best?
2. Try to think of additional examples of brands that adopted either a back-to-basics or a reinvention revitalization strategy. How well did the strategies work?
3. Choose a brand that has recently experienced a marketing crisis. How would you evaluate the marketers' response? What did they do well? What did they not do well?