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Answer the questions for the case attached.Brand Culture Analysis: Describe Black and Decker’s brand culture a “brand culture” is the meanings that become conventional, widely accepted “truths” about the product/brand) in the Professional –Tradesman segment of the power tools market, at the time of the case.
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1) Brand Culture Analysis:
a. Describe Black and Decker’s brand culture (recall from chapter 6, a “brand culture” is the
meanings that become conventional, widely accepted “truths” about the product/brand) in
the Professional –Tradesman segment of the power tools market, at the time of the case. In
your answer, use specific information from the case to explain how
(a) the firm, (b) influencers, and (c) consumers have influenced the Black & Decker’s brand in
this segment.
2) Consumer-Based Brand Equity Analysis:
a. What specific performance and imagery characteristics of the Black and Decker brand
influence what the brand means to consumers in the Professional–Tradesman segment? How
would you explain what this segment thinks about the Black and Decker brand? [Your answer
to this part of this question may be repeat some of what you said in your answer to question
1.A.]
b. How do consumers’ respond to Black and Decker in the Professional –Tradesman segment of
the power tools market? In your answer, identify specific information regarding their
judgements and feelings presented in the case.
c. Does the Black and Decker brand have a positive or negative consumer-based brand equity in
the Professional – Tradesman segment? Provide specific information and data from the case to
support your answer.
3) Strategic Brand Management Recommendation
a. What brand architecture should Black and Decker adopt in the power tools market? Why do
you recommend this? As you explain your recommendation, be sure to use specific
information from the case to support your answer
[NOTE 1: the market has 3 segments, so you should identify what brand architecture it should
adopt across these segments of the market. This question is essentially asking you to say, from
the three options presented at the end of the case, which option Black and Decker should
pursue].
[NOTE 2: As part of your answer, be sure to specify what brand or brands will be used in the
brand architecture you recommend.]

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