Greetings Please answer all the following short essay questions, please read them carefully and follow instructions. " Open book exam does not mean rewriting what is in the Book" Your understanding and your thoughts will be put together to make the best answers. I personally do believe in both your understanding and your thoughts. The following questions are short essay questions, requiring responses of approximately 500 words each. All questions will be weighted equally. First question:- Scranton is a hi-tech global company with a traditionally low profile.
Until recently, if you asked anyone if he knew the Scranton brand name, the like hood was that he would say yes. However, he might not have known what Scranton provides in the way of its total product range, and might have associated the brand name and company with traditional technology. The "Let's Make Things Better" global brand campaign has raised the Scranton profile, and provided it with a more focused and distinctive personality. From your point of view, what did Scranton do to build its strong Brand ND be well known by every one? Second Question: Not every product is a Brand.
And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your many do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market.
Third Question: The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why. Also, tell us about your company and its Brands. What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.