Brand Equity

11356Use the attached document to answer the following questions.
DO NOT USE OUTSIDE SOURCES

1. Brand Equity

a. What is brand equity and why is it important (in your own words please; not straight from the book)?
b. How does a brand create equity?
c. How do you intend to create or improve the brand equity in your business?

2. Brand Names

a. Given the criteria for a good brand name in the attached document, indicate a brand name that you think is just awful. Explain your reasoning. (Note: we are talking brand NAMES, not logos.)
b. Second, indicate a brand name that you think does an excellent job of meeting the criteria. Again, explain your reasoning. (Note: we are talking brand NAMES, not logos.)

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