A positive brand experience

1. Offering a positive brand experience is becoming an expected part of the brand package.

Which brands offer you a good/positive experience?

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How was this created? Compare your answers with a friend’s. Do your answers differ? Why?

2. Using an appropriate example, discuss the concept of service quality and how it is embedded in the marketing activities of a company of your choice.

1. Assume the role of a marketing manager in a small business-to-business company. Which communications elements (tools) would you propose to assist the company in its market growth objective? Find examples of businesses that have used these communications elements. 2. Go to www.thinkbox.tv and select an advert from the ‘Think boxes Winners’ icon link. Using this advert, explain what makes a good ad. Can you suggest any other ‘good’ ads? What makes them ‘good’?

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