Assignment 1

What do brands mean to you? What are your favorite brands and why? Check to see how your perceptions of brands might differ from those of others.

Assignment 2

Apply the categorization model to a product category other than beverages. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? What are the implications for brand equity management for the brands in the category? How does it affect positioning, for example?

Assignment 3

Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity.

Assignment 4

What are your favorite brand characters? Do you think they contribute to brand equity in any way? How? Can you relate their effects to the customer-based brand equity model?

Assignment 5

Think about the products you own. Assess their product design. Critique their aftermarketing efforts. Are you aware of all of the products' capabilities? Identify a product whose benefits you feel you are not fully capitalizing on. How might you suggest improvements?