First: consider the following brands and discuss the extendibility of each: Audi, Whole Foods, Everlane, Wayfair, Duluth Trading Co. Which product categ

First:

consider the following brands and discuss the extendibility of each: Audi, Whole Foods, Everlane, Wayfair, Duluth Trading Co.

Which product categories would be best for each of these brands? Would it be hard to extend some of these brands past their product category? Give me your ideas and analysis. Think beyond what they are already doing; be creative, but remember that profitability and the right associations are key.

Second :

1. Do you think the 3M’s corporate innovation campaign (Pg. 384) described in this chapter will be successful? Why or why not? What do you see as key success factors for a corporate image campaign? (5 points)

2.Pick a recently launched brand extension. Use the models and guidelines in the chapter to evaluate its ability to achieve its own equity, as well as contribute to the equity of its parent brand. If you were the brand manager, what would you do differently?

(5 points)