MKT 600 SEU Innovative Approach to Digital Brand Management Questions

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?