Discussion 5: Brand EquityInterbrand is a brand consultancy, specializing in areas such as brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming.Go to the Interbrand 2021 Best 100 Global Brands at (https://interbrand.com/best-global-brands/). Concentrate on the top 20 brands.Compare the top 20 in 2021 with the top 20 from 10 years ago (2011). https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=37&year=368 Choose one company that was in the top 20 in one of those years, but not in the other. There are three specific benefits of brand equity, which is perceived quality, brand connections, and brand loyalty. Using one of those benefits, explain why the company you chose moved into the top 20, or dropped off.

Brand equity is the intangible value which the offering delivers to the customer inducing them to…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Discussion 5: Brand Equity

Interbrand is a brand consultancy, specializing in areas such as brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming.

Go to the Interbrand 2021 Best 100 Global Brands at (https://interbrand.com/best-global-brands/). Concentrate on the top 20 brands.
Compare the top 20 in 2021 with the top 20 from 10 years ago (2011). https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=37&year=368
Choose one company that was in the top 20 in one of those years, but not in the other. There are three specific benefits of brand equity, which is perceived quality, brand connections, and brand loyalty. Using one of those benefits, explain why the company you chose moved into the top 20, or dropped off.

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