Read Chapter 6: (Creating and Managing Brands) and Chapter 7 “Making the Brand Come Alive…” in Kellogg on Marketing (2nd Edition), Tybout and Calder, Editors, Wiley, ISBN 978-0470580141. Read “The Brand Report Card” from HBR’s “On Marketing”, Harvard Business Review Press, ISBN 978-1-4221-8988-7. From these readings and movie write a 5-page reflection paper answering these questions: 1. What are the interesting ideas in the week’s readings How do they relate to each other? 2. What is the contribution of these readings to the field of strategic marketing? How can this be applied to solve real-world problems? 3.Who would find it of most interest? What are the “takeaways” for marketing managers? 4.How would you develop these ideas further?
