Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 12

Describe the leveraging strategy for enhancing brand equity. Take a brand of your choice and, referring to Figure 2.5, explain how that brand could build positive associations, thereby enhancing its equity, by linking itself to (a) places, (b) things, (c) people, and (d) other brands. Be specific.