After winning major championships, star players often complain about their lack of endorsement offers.

Assignment 5.2

1. After winning major championships, star players often complain about their lack of endorsement offers. Similarly, after every Olympics, a number of medal-winning athletes lament their lack of commercial recognition. From a branding perspective, how would you respond to the complaints of these athletes?

2. Select a country other than the United States. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets?

3. Which two retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they help to contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the brands it sells?

4. Pick a brand. Evaluate how it leverages secondary associations. Can you think of ways in which the brand could more effectively leverage secondary brand knowledge?