Strategic Brand Management

Learning Outcomes
LO1: Identify Components to Build Brand Equity
LO2: Explain Branding Challenges and Opportunities
LO3: Illustrate Solutions to Cases Related to Strategic Brand Management

1. Look at this post from @louisvuitton’s Twitter

Source: (Twitter/LouisVuitton, 20 November 2022)

What do you think the connection of football players to Louis Vuitton as a brand? Do you
think they were credible enough to support the brand? Why/why not? What factors could
interfere with the success of this endorsement in the future? Explain your answer with
examples and strengthen it with references (Related to LO2 and LO3, 25%).

2. Pick two competing brands and use the free association technique to create a mental map
of them. What differences can you discern between them? (Related to LO2 and LO3,
25%).

3. Google's main product is a search engine, but to grow its business, it also offers various
products relevant to its main services, such as Google Apps, Play Store, Google Nest, and
others. This is a form of brand extension strategy to reach a wider audience. Pick your
favorite clothing brand. What brand extension opportunities can you identify for it?
Which according to you would fail/succeed? (Related to LO3, 25%)

4. During the massive expansion of Mixue outlets, the company is still struggling to obtain
Indonesian halal certification. If the halal certification is rejected, it is very likely that
Mixue will experience a marketing crisis. if this happens, make a recovery strategy for
brand crises plan for Mixue. Recovery approach, its objectives, and examples of activities
to be carried out by the company. (Related to LO2 and LO3, 25%)