MKT 600 SEU Innovative Approach to Digital Brand Management Questions
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Discuss the concepts, principles, and theories from your textbook. Cite your textbooks and cite any other sources if appropriate.
BOOK for reference MKT600 Brand management
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th edition Published by Pearson (February 28, 2019) © 2020 by Kevin Lane Kelle, Vanitha Swaminathan
Bart 1
Brand Architecture
Choose a company in Saudi Arabia and evaluate its brand architecture.
- Discuss the type of brand architecture the company uses and how they use its sub-brands to build customer loyalty.
- Evaluate the effectiveness of the brand’s digital marketing strategies and discuss how it does or does not increase customer trust and loyalty.
- Discuss how companies use neuro-marketing techniques and if the company you chose does or should use neuro-maketing in their marketing campaign.
Bart 2
Innovative Approaches to Digital Brand Management
Choose separate brands as you discuss the following:
- Choose a brand that you think needs revitalization and create an innovative brand positioning statement for it. Discuss why your positioning is innovative?
- Develop an innovative approach to enhance the brand performance of a company in the digital landscape. How would you implement this approach?
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