Q1. After winning major championships, star players often complain about their lack of endorsement offers. Similarly, after every Olympics, a number of medal-winning athletes lament their lack of commercial recognition. From a branding perspective, how would you respond to the complaints of these athletes?

Q2. Think of your brand relationships. Can you find examples of brands that fit into Fournier's different categories?

Q3. A few years ago, Disney entered into a long-term agreement with McDonald's that included among other things, joint promotions. From Disney's perspective, and what you know about the two brands, was this the right decision? Is there any downside? Would you have wanted to conduct any research to inform the decision? What kind?

Q4. Think of a country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets?

Q5. Pick a brand. How would you best profile consumer's brand knowledge structures? How would you use quantitative measure?

Q6. Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy. How would you improve the company's branding strategies?

Q7. What do you think of the Interbrand methodology? What do you see as its main advantages and disadvantages?

Q8. Do you think a brand like Xerox will be able to transform its product meaning? What are the arguments for and against?

Q9. Contrast the branding strategies and brand portfolios of market leaders in two different industries. For example, contrast the approach by Anheuser-Busch and its Budweiser brand with that of Kellog in the ready-to-eat cereal category.

Q10. Consider the following brands and discuss the extendability of each:

- Harley-Davidson

- Red Bull

- Tommy Hilfiger

- Whole Foods

- Netflix

- U.S. Marines

- Grey Godo Vodka

- Victoria's Secret

- Blackberry

- Las Vegas

- Kate Spade