Brand communications

1. Suggest some potential brand extensions for well-known brands such as Evian or OXO.

2. Salience is an important aspect of brand communications. Why?

3. What factors determine the success of a brand?

4. Explain the mnemonic ‘VIEW’

The costs of both launching and supporting a new brand in Europe and North America towards the end of the twentieth century were very high.

How do you think this cost will have changed since 2000 and what might be the main factors influencing this change?

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