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Evaluating a Brand and Key Takeaways

In this discussion, you will assess ways of measuring or evaluating brand equity or customer engagement of a brand and identify key takeaways for a marketing consultant to know about managing a brand across its life cycle.

First, read the required resources, including the articles Toward a Theory of Customer Engagement Marketing and Keller’s Brand Equity Model: Building a Powerful Brand.

In your initial post, address the following:

• Considering the customer-based brand equity (CBBE) model and other metrics, assess one to two ways of measuring or evaluating brand equity or customer engagement of a brand and explain why these      evaluations are effective. For example, how can assessment tools be applied to demonstrate the success of a brand? Explain.
• Considering the work you have done for this course and final project, think about the role of the marketing consultant in developing and maintaining the relevance of a brand. What are one to two key takeaways for a marketing consultant to know about managing a brand across its life cycle?