1- It is generally acknowledged that brands are a major cause of a company earning and sustaining economic profit. One important topic that has received increasing academic interest is the relationship between brand equity and brand strategies and stock market information and performance. Another found five factors (new products, product problems, competitor actions, changes in top management, and legal actions) that were associated with significant changes in brand attitudes.

2- Take a look at your brand's financial performance over time. Calculate the relative changes over time and identify the biggest ones. Are there specific events or activities that you think are linked in a positive way with the direction and magnitude of these changes? (Positive does not mean "good" here. It means that things are going in the same direction such as a negative event with a decline in the price of the stock, and vice versa.)