West, Ford & Ibrahim: Strategic Marketing 
Internet Exercises
Additional Case StudiesWest, Ford & Ibrahim: Strategic Marketing
Chapter 08
- Using David Aaker’s brand identity chart on p. 240, go to a variety of company websites and see if you can determine how their key brands fit these various categorizations. Find examples of brands as product, brands as organization, brands as persons and brands as symbols. What patterns do you see in this? Are certain products better suited for each of these categories? Why or why not?
- Go to the website for Abercrombie & Fitch (www.abercrombie.com). See if you can find examples of evidence of the development of a specific brand personality for this brand. How does the company reinforce brand personality? How might other companies make use of this? Is this appropriate for any company? Why or why not?
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