discussion
Article:
1. Keller, Kevin Lane. Building customer-based brand equity (CBBE): A blueprint for creating strong brands. Cambridge, MA: Marketing Science Institute, 2001.
{Please see the attachment}
Podcast:
2. Podcast: Netflix Versus the World, WSJ, 2019
https://www.wsj.com/podcasts/the-journal/netflix-versus-the-world/f191b649-bf94-4cfa-91f1-0651b4f55f56
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DISCUSSION QUESTIONS
1. Customer-Based Brand Equity (CBBE):
How does this customer-based brand equity model help create stronger brands?
Pick a brand and develop a similar CBBE Pyramid as in the article (e.g. pages 20-23).
2. Podcast: Netflix versus the World:
What are the biggest success factors and major threats to Netflix?
How should video streaming companies achieve product/service differentiation to survive in an increasingly competitive industry?
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