Global Brand Marketing

Assignment 9.2

1. Pick a brand extension. Use the models presented in the chapter to evaluate its ability to achieve its own equity as well as contribute the equity of a parent brand. If you were the manager of that brand, what would you do differently?

2. Do you think a brand like Xerox will be able to transform its product meaning?  What are the arguments for or against?

3. Complete the Retro Marketing Assignment in this week’s folder.