Ralph Lauren Case Study Analysis
MC5051 Brand Management
Questions for the Case Analysis
1) Apply all four steps of Keller’s CBBE model (2003 or 2008 or 2011) in case of the Ralph Lauren brand. To what extent do you think the Ralph Lauren brand has achieved resonance with its customers? (approx. 1300 words)
2) Describe the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren Brand. (approx. 600 words)
3) Recommend ways through which the brand can continue to be successful in future. (approx. 600 words)
The submission should be approximately 2,500 words maximum in length.
– Therefore, use around 1300 words to answer question 1.
– Use around 600 words to answer each of Question 2 and 3.
– To get a good grade, it is essential to follow the lectures and then do the follow-up seminars.
– Follow Harvard Style of Referencing. More information on this can be found on MC5051 Weblearn in the file named “Harvard Referencing System”.
– Use report format and formal language. More information on this can be found on MC5051
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