Assignment
• 100% individual assignment
• 2,500 words
• A word count should be included on the cover sheet. If the word count is
exceeded, a penalty may be applied.
• The word count starts at the start of the introduction and ends at the end of
the conclusion, the bibliography is not included.
• The brand resonance pyramid (Keller, 2009) is considered a means of tracking how
managers create intense active loyalty and positively affect brand equity. Using a brand
of your choice (that is NOT Mercedes-Benz), critically analyse its success/failure in
achieving each step outlined by the brand resonance pyramid. Based on your analysis
of the brand, make practical suggestions on how to enhance its resonance.
• Your essay should draw on a variety of branding concepts. You may find it useful to
draw on many of the theories and concepts discussed in class. Please support your
essay by using academic references (through citing academic journal articles or books)
and secondary data (which can be news reports, information contained in webpages,
visual images, social media material etc.). Please do NOT use Mercedes-Benz.
