CRITICAL THINKING
This assignment develops analytical capability in customer-based brand equity interpretation and brand measurement design, both of which are central competencies in professional brand management practice.
Students will complete two structured analytical sections within a single submission document.
Section One
Analysis of the Principles of Building and Sustaining Brand Equity
Minimum length: 250 words
Using Beverland (2024) Chapters 3 and 4 and at least one supporting scholarly source from the Week Three reading list, explain:
how brand equity is constructed
how brand associations influence perception strength
how attachment differs from awareness
how engagement contributes to long-term brand value
how managers sustain equity over time
Strong responses will integrate:
Keller (1993)
Park et al. (2010)
Warren et al. (2019)
Students should demonstrate understanding of customer based brand equity architecture rather than descriptive summaries of branding terminology.
Section Two
Design a Hypothetical Brand Tracking Study
Students will design a conceptual brand tracking system capable of measuring brand associations.
Your study design should include:
research objective
measurement framework
data collection method
sampling logic
measurement frequency
association categories to be tracked
managerial interpretation strategy
Students are encouraged to draw insight from:
Supphellen (2000)
Hornikx and Hendriks (2015)
Kozinets (2002)
Sprott et al. (2009)
This section evaluates your ability to translate theory into applied brand measurement practice, which represents a higher-order Bloom’s taxonomy competency level.
Submission Requirements
Submit one document containing two clearly labeled sections:
Section One
Section Two
Formatting requirements:
APA 7th edition
double spaced
12 point Times
properly formatted reference list