How do we map brands by centrality and distinctiveness?In terms of centrality and distinctiveness, sales volume and price, define: o Aspirational brands o Mainstream brands o Peripheral brands o Unconventional brand

HBR

1. What is a central brand / brand centrality?

2. What is a distinctive brand / brand distinctiveness?

3. How do we map brands by centrality and distinctiveness?

4. In terms of centrality and distinctiveness, sales volume and price, define: o Aspirational brands o Mainstream brands o Peripheral brands o Unconventional brands

5. For each of the four types of brands, discuss the opportunities and threats.

6. How does C-D mapping relate to brand knowledge? Consider the two components of brand knowledge and how centrality or distinctiveness relate.

7. Following your thought process in #6, describe how centrality and distinctiveness relate to the components of the CBBE pyramid (review Text CH. 3).