Problem 1: Define and explain the difference. Brand Repositioning, Revitalization and Rebranding. At what point in the Brand Lifecycle should a "brand life extension" should be made and why? Give an example of a brand life extension.
Problem 2: How would you determine whether to reposition or rejuvenate a brand? Give an example of what you would recommend to either reposition or rejuvenate a current luxury brand.
Problem 3: Applying diagnostic tools such as the purchase funnel assessment, provides brand managers with a set of tools and a sequence of consumer actions that can be monitored to discern healthy or unhealthy brands. What are the stages, and which do you think is of special importance to monitor and why?
Problem 4: Is satisfaction a useful measurement for brand managers? Give an example as to why it is or is not.