What is your favorite brand and what compels you to choose this brand over another? What mental image does the brand evoke for you personally? What mental image do you think the brand should stimulate...

What is your favorite brand and what compels you to choose this brand over another?

What mental image does the brand evoke for you personally? What mental image do you think the brand should stimulate in the future? In what product classes is the brand competing today? Could this change in the future? Explain