1. Think of the brand to which you, as a consumer, are loyal.

Why are you loyal to that

brand? Does your brand loyalty extend to paying more if the price increases? Next, think
of a type of product for which you feel no loyalty to any one brand. How does not being
loyal to any brand change your buying patterns for that type of product?

2. Name a specific brand that you think needs to be revitalized. Why do you think this?
What specific advice and suggestions would you give the company as it embarks on the
brand revitalization process?

3. How high would you consider your personal brand equity to be? If you used the tools
discussed in this chapter to measure brand equity, how might others in your life respond?
For example, ask a friend, family member, or professor what they think of when they hear
your name or, if you were a car, what kind of car you would be and why. Based on these
responses, are you satisfied with your current level of brand equity? If not, what are you
planning to do in the next 12 months to build more equity?