Sources of Brand Equity

1. Please pick one specific brand in each of the following product categories below and discuss the sources of brand equity for each.

a. Fruit juice

b. Shampoo

c. Sport shoes

d. Smart phone (except iphone)

Through desk and online research and examining marketing communication activities of the brands you have picked, identify the brand elements and performance and imagery attributes of the brands. In your discussion, make reference to POPs(Point of Parity) and PODs(Point of Difference) of these brands as well as their brand elements and any secondary associations they might have as

you have identified through your research.

Make sure you provide an elaborate discussion of the above for each of the brands you have selected linking your findings to the Brand Positioning and Brand Resonance models of the customer based brand equity model.

 Maximum 4 pages (excluding any appendices to support your discussion) with

12-pt font.