Instructions How to Write

Customer-Based Brand Equity

Step 1. Choose your favorite brand -- a brand that you are most loyal to or excited about.

Step 2. Then, carefully read this article (clickPreview the document) pages 3-16. BASED ON YOUR READING, explain how the brand you selected above performs in each of the "Six Brand-Building Blocks." See below.

Salience: Elaborate on the brand's strengths and/or weaknesses in terms of "Salience." Use word-by-word quotes ("...") from the article when elaborating.

Performance: Elaborate on the brand's strengths and/or weaknesses in terms of "Performance." Use word-by-word quotes ("...") from the article when elaborating.

Imagery: Elaborate on the brand's strengths and/or weaknesses in terms of "Imagery." Use word-by-word quotes ("...") from the article when elaborating.

Judgments: Elaborate on the brand's strengths and/or weaknesses in terms of "Judgements." Use word-by-word quotes ("...") from the article when elaborating.

Feelings: Elaborate on the brand's strengths and/or weaknesses in terms of "Feelings." Use word-by-word quotes ("...") from the article when elaborating.

Resonance: Elaborate on the brand's strengths and/or weaknesses in terms of "Resonance." Use word-by-word quotes ("...") from the article when elaborating.

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