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Internal Code: MAS506

Critical Report Writing Assignment:


1.“If a brand can’t be measured it can’t be managed.” What extent do you agree with this statement? Why?

2.For a brand of your choice develop a brand scorecard. Why have you selected the measures you have? Would you expect any relationships to emerge between the measures and if so why? You don’t need to actually score the brand – just consider what measures you would include.

3.What problems could you foresee with implementing the measures you outlined above? How would you look to overcome these problems?


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