課程名稱：品牌經營策略
課程性質：學碩合開
開課教師：洪順慶
開課學院：商學院
開課系級：企管系
考試日期(年月日)：2013.11.19
考試時限(Mins)：3hr
附註：no
試題本文：
Describe a brand which you are familiar with or your favorite within 100 words. Then, answer the following questions.
1. Define Customer-Based Brand Equity(CBBE) for this brand.(10%)
2. Identify the sources of brand equity for this brand. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations.(15%)
3. What are the STP components for this brand? Is the marketing strategy for this brand well-developed and executed? Why?(20%)
4. What are the four steps for building this brand?(hint:brand resonance model)
5. What are the brand identity elements for this brand? There are 6 criteria for brand elements, describe and evaluate one by one for this brand.(25%)
6. Design an experiential marketing strategy to make this brand more excellent.(10%)