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战略品牌管理（第5版）凯文·莱恩·凯勒 习题答案
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Discussion Questions and Answers
1. What do brands mean to you? What are your favorite brands and why? Check to see how your perceptions of brands might differ from those of others.
Answers will vary widely. Discussions could revolve around reasons for such differences.
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Learning Objective 1: Define “brand,” state how brand differs from a product, and explain what brand equity is.
AACSB: Analytic Skills
2. Who do you think has the strongest brands? Why? What do you think of the Interbrand list of the 25 strongest brands in Figure 1-5? Do you agree with the rankings? Why or why not?
These two questions can be used to illustrate the similarities and differences between “favorite” brands and “strong” brands. The discussion could include evaluation of the criteria for inclusion on the Interbrand list.
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Learning Objective 3: Explain how branding applies to virtually everything.
AACSB: Reflective Thinking
3. Can you think of anything that cannot be branded? Pick an example that was not discussed in each of the categories provided (services; retailers and distributors; people and organizations; sports, arts, and entertainment) and describe how each is a brand.
Discussion might involve why anything can become a brand. (Because of the way perception functions, the differential effect of when a brand is present versus the commodity product can always be achieved.) Students will come up with many different examples of branded products, and the discussion can be used to examine what makes a brand.
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