Visit this site and watch a few short videos (some bad language):

https://drinkwise.org.au/our-work/drinking-do-it-properly/#

Discuss whether you think companies operating in the not-for-profit sector can achieve brand equity. Why or why not? What steps can these organisations take to achieve brand equity?

Visit http://www.hovisbakery.co.uk/, click on the ‘Our Range’ tab and consider the range of sub brands offered under the Hovis group brand. Given this, on what basis so you think Hovis are primarily seeking to develop their brand equity? Now view the ad from the ‘Go on Lad’ campaign https://www.youtube.com/watch?v=s_suyZb5mDk. Does this change you view on how Hovis are looking to develop brand equity? Justify your answer using Figure 5.9: A synthetic model of brand equity, as your framework.

Visit https://www.forbes.com/sites/propointgraphics/2017/07/08/building-brand-equity/#7d5274766e8f. Consider the following brands. Using Figure 5.10, discuss whether each has strong brand equity and on what dimensions they perform best:

1. Harley Davidson (https://www.harley-davidson.com/au/en/index.html)
2. The National Basketball Association (NBA) (http://www.sportingnews.com/au/nba?gr=www)
3. Boost Juice (https://www.boostjuice.com.au/)

View this video: https://www.youtube.com/watch?v=nT_CjV6HkJM. Using the Conversion Model, explain what kind of users are being targeted here.