1. Pick one of the special applications of branding and choose a representative brand within that category. How well do the five guidelines for that category apply? Can you think of others not listed?

2. What do you see as the future of branding? How will the roles of brands change? What different strategies might emerge for building, measuring, and managing brand equity in the coming years? What do you see as the biggest challenges?

3. Consider the trade-offs involved with achieving marketing balance. Can you identify a company that has excelled in achieving balance on various trade-offs?