Description:
Students will learn how to apply the concepts of centrality and distinctiveness in the context of brand competition. Read the assigned article from Harvard Business Review and prepare a typed, thoughtful, and well-worded answer to each of the discussion questions. Students will discuss their response directly with peers in class on 9/29.
Assigned Article: Dawar, Niraj, and Charan K. Bagga. “A Better Way to Map Brand Strategy.” Harvard Business Review, vol. 93, no. 6, June 2015, pp. 90-97.
Discussion questions, max 80 point)
What is a central brand / brand centrality?
What is a distinctive brand / brand distinctiveness?
How do we map brands by centrality and distinctiveness?
In terms of centrality and distinctiveness, sales volume and price, define:
Aspirational brands
Mainstream brands
Peripheral brands
Unconventional brands
For each of the four types of brands, discuss the opportunities and threats.
How does C-D mapping relate to brand knowledge? Consider the two components of brand knowledge and how centrality or distinctiveness relate.
Following your thought process in #6, describe how centrality and distinctiveness relate to the components of the CBBE pyramid (review Text CH. 3).
