1 analytical mini-case study question on brand management
These books can be used to answer the questions but (own writing/words)

*****THERE IS A GUIDE ATTACHED THAT CAN BE USED TO ANSWER THE QUESTIONS CORRECTLY*****




Q1a-b: Brand Management: Brand Positioning, Associative Network Memory Model of Brand Equity, Uniform Customer Experience Along the Customer Journey
Please answer the following questions. In all your answers, be thorough and precise.
a)    (9 marks) Brand Positioning of Coca Cola
Consider the following list of items related to Coca Cola. Use these items to define the brand core, brand benefits, and brand personality of Coca Cola (i.e., assign these items to each dimension). Also, explain these three dimensions while relating to the given example of Coca Cola using one full sentence each.
    Youthful
    Refreshing
    Social
    Interactive
    Sweet   
    Activating
    Joyful
    Empathic
    Distinctive taste
    The original great taste

b)    The illustration below shows a network of nodes in the context of an associative network memory model of brand equity by the brand Apple. This network of nodes connects associations that customers hold in their mind with the Apple brand. Please answer the following questions.
    Please describe how Apples brands awareness and image are displayed in the associative network model shown below using the shown associations that customers hold in mind with the brand Apple. Which are the most important associations and how are they created?
    Please explain which of the associations displayed in the network are NOT a direct result from the described marketing mix instruments.
    Please explain how the three marketing mix instruments displayed below allow Apple to create a uniform experience for their customers along the customer journey based on what you learned about multichannel marketing and communication decisions.