Description:
Students will learn how to apply the concepts of centrality and distinctiveness in the context of brand competition. Read the assigned article from Harvard Business Review and prepare a typed, thoughtful, and well-worded answer to each of the discussion questions. Students will discuss their response directly with peers in class on 9/29.
Assigned Article:
Dawar, Niraj, and Charan K. Bagga. “A Better Way to Map Brand Strategy.” Harvard Business Review, vol. 93, no. 6, June 2015, pp. 90-97.
CONTENT (discussion questions, max 80 points)
1. What is a central brand / brand centrality?
2. What is a distinctive brand / brand distinctiveness?
3. How do we map brands by centrality and distinctiveness?
4. In terms of centrality and distinctiveness, sales volume and price, define:
o Aspirational brands
o Mainstream brands
o Peripheral brands
o Unconventional brands
5. For each of the four types of brands, discuss the opportunities and threats.
6. How does C-D mapping relate to brand knowledge? Consider the two components of brand knowledge and how centrality or distinctiveness relate.
7. Following your thought process in #6, describe how centrality and distinctiveness relate to the components of the CBBE pyramid (review Text CH. 3).
Last Completed Projects
| topic title | academic level | Writer | delivered |
|---|
