1. Equate the corporate reputation scores with the brand valuations. Explain why does Apple sit at the top of both lists? How has the company utilizing good branding and positioning strategy to achieve this result? How it is that Wells Fargo can have a very high brand valuation however a very low corporate reputation score?

2. Look back at the Top 10 brands. What bases do these brands utilized for differentiation? What strategies do they utilized to create a relative position in their respective markets? Why do these brands grasp so much value?

3. Consider the notion that a truly efficient brand is one that succinctly captures the product offering in a way that answers a question in the customer's mind. Now consider these brands (or choose your own)- Coca-Cola, Disney, American Express and Ford. What questions do these brands answer? Why are these effective brands?