1.
After reviewing chapters 9, 10, and 11 of the Kotler and Keller text, and using specific information derived from the text, provide a brief comment about each of the following:
a.
How an organization defines and characterizes its product/service and brand relationships. Include a brief analysis of how this product/service and brand relationship is both positively and negatively affected by co-branding and ingredient branding practices from a brand equity perspective (consider information from pages 142 – 145 of the text).
Please use appropriate APA citation and attribution rules for all information sources.
[insert the body of the response here]
b.
How an organization can develop consumer experiences that enhance the vague, abstract, and often complex characteristics of services (consider information from pages 160 – 169 of the text).
Please use appropriate APA citation and attribution rules for all information sources.
[insert the body of the response here]
c.
Describe how consumer psychology is influenced by discrepancies in reference prices, price-quality inferences, and unexpected price-endings. Assess the impact of such discrepancies on brand equity to include a statement regarding the risks to the financial success of the organization’s products and services (consider issues covered in pages 175 - 176 of the text).
Please use appropriate APA citation and attribution rules for all information sources.
[insert the body of the response here]
2.
After reading the companion article (Competing on the Eight Dimensions of Quality
); provide a recommendation to a group of executives regarding the importance of considering this information (perhaps review the significance of auditing each dimension alone and then in combination).Please use appropriate APA citation and attribution rules for all information sources.
[body of response]
3.
After reading the companion article (Viewing Brands in Multiple Dimensions); provide an executive summary for executives regarding the significance to the firm of this information; especially the information contained on page 44 of the article.
Please use appropriate APA citation and attribution rules for all information sources.
[body of response]
References Cited:
[use APA style and cite/reference all material used in support of responses provided]