Management Question

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EXECUTIVE EDUCATION© Imperial College Business SchoolFinal Paper?Up to about 1,500 words. Due by 21stNovember?Email your paper to [email protected]?Your task:?Pick two brands of your choice. One should be a successful brand, the other one a failure.?Using the concepts covered in the course, explain:?How did the successful brand build brand equity? What, in your view, accounts for its success? What can we learn from it??Why did the unsuccessful brand fail? What accounts for its failure? What would you have done differently?