12 Aug As you probably know, brand equity is becoming increasingly
As you probably know, brand equity is becoming increasingly important factor to successful brands. Brand equity has the ability for firms to gain additional market share, at a price premium, with increased customer loyalty, and greater acceptance of new products. It also provides significantly more access to more retailer channels and easier ability to enter new markets.Professional valuation companies that rank firms on the brand equity value consider how much the brand contributes to additional profitability. Here are the top 10 brands for 2015 as determined by Millward Brown (Links to an external site.).AppleGoogleMicrosoftIBMVisaAT&TVerizonCoca-ColaMcDonaldsMarlboroStudent Discussion QuestionsMost professional brand valuation firms consider the impact of brand’s contribution to overall profitability to measure brand equity, rather than softer emotional metrics, such as likability – do you agree with this profit-focused approach?Have a look at the top 10 brands in the world, what similarities can you see in regards to their marketing activities?Only a few years ago Coca-Cola was the most valuable brand in the world, a position it had held for a long time. Do you think it is possible for Coca-Cola to every regain the number one spot?How is it possible that the Marlboro (cigarette) brand is still in the top 10 most valuable brands in the world – given it is prohibited from advertising in many countries? Therefore, to what extent do you think that advertising spend influences overall brand equity?Assignments will be posted in CANVAS. There are five assignments, each worth 30points. Please follow the instructions and submit each assignment within the week it isassigned no later than the posted due date. All assignments should be in proper APAformat. See library if you need assistance with APA. https://lib.usf.edu/help/Each assignment is expected to be a minimum of 2 pages in length (This does NOTinclude the title page or abstract). Any submission that is not APA formatted or aminimum of 2 pages will receive a ZERO. Please email questions or clarifications in atimely manner. Unanswered questions are not an excuse for a late submission. Latework is not accepted (see above).
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