assignment will be to take one of your “competitor” brands and create a detailed Brand Resonance pyramid for the brand. Give the reasons WHY you admire and understand the brand using the 6 building blocks or sub-dimensions. Each individual student will turn in a separate pyramid for grading.
You’ll be including 3 Brand Resonance pyramids in your project, so this will give you a head start and be a good learning exercise. Choose the brand where you have strong brand knowledge and can relate to well. (50 points)
NOTE: For this quiz, you can use your personal POV. In the final project, your pyramid will be more based on your research rather than your opinions, so you should probably use both here.
Another hint: Within your team members, delegate each of your 2 brands you are studying to the team member(s) who are most knowledgeable. Be sure to cover both brands. Then you can either add the 2 best right to the project or combine info for 2 great pyramids in project.
turn in separate pages with it：
Red Bull built strong brand awareness and a fun positive image well before they started traditional advertising. What types of alternative promotion did they use to achieve this, and do you think they were successful in creating relevant associations? Have they reached the top (resonance) of the Brand Resonance Pyramid in your perceptions? Why? Explain.