What questions might you pose to the author of this article?

Unit 2 Article Review


Using the Columbia Southern University online library, locate an article that discusses brand elements, brand equity, legal aspects of branding, or any other interesting aspect of brand management. Addressing the following:


1. Summarize the article and discuss the author’s main points.


2. Relate the theoretical aspects of branding from Chapters 4 and 5 to the article. At a minimum, be sure to include the creative aspects of the brand elements.


3. Discuss the relevance of this article with respect to its benefits to a marketer when developing new products brands.


4. What questions might you pose to the author of this article?


Your APA-formatted response should be a minimum of two doubled spaced pages (not including the title and reference pages). You are required to use the article you chose from the Columbia Southern University online library (article listed below from CSU online library), and one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.




Course Textbook


Keller, K.L. (2014). Strategic brand management: Building, measuring, and managing brand equity, (4th ed.). Upper Saddle River, NJ: Prentice Hall.


Article to review


Dib, H., & Alhaddad, A. (2014). The hierarchical relationship between brand equity dimensions. European Scientific Journal, 10(28), 183+. Retrieved from http://go.galegroup.com

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