1. Why is it important to build a strong brand image?

2. Why can having strong and established brand equity be a drawback for certain brands?

3. What is brand image, and why is it important to a product or service?

4. What attributes make up a brand’s visual and verbal identity?

5. What are the three life-cycle phases, and what roles do they play when developing a brand’s visual and verbal identity?

6. Why is establishing brand loyalty important?

7. What is the difference between positioning and brand image?

8. Why is understanding positioning important to the entire advertising team? What questions need to be asked, and why?

9. According to Luc Dupont, there are seven different ways to position a brand. Define and explain each.

10. Define repositioning and explain under what circumstances a brand might be repositioned.