1. Choose a product. Conduct a branded and unbranded experiment. What did you learn about the equity of the brands in that product class? Can you identify any other advantages or disadvantages with the comparative methods?
2. What is your assessment of the Interbrand methodology? What do you see as its main advantages and disadvantages?
3. What is your analysis of Young and Rubicam’s Brand Asset Valuator? What do you see as its main advantages and disadvantages?