Read this article: http://www.fastcompany.com/3004901/google-what-it-means-when-brand-becomes-verb. Think about some brands that have become ‘verbs’, what does this say about top-of-mind awareness? Is achieving this level of recognition always a good thing for a brand?

Visit http://brandfinance.com/knowledge-centre/reports/brand-finance-football-50-2018/  and download the ‘BrandFinance® Football 50 2018’ report. Reflect on the financial metrics used and then outline the behavioural and psychological factors which may have led to these results. 

Visit this site http://brandirectory.com/league_tables/table/global-500-2018. Select three brands from the list and answer the questions measuring brand equity (to the best of your knowledge) posted on page 163. List some reasons as to why some brands have gone higher up the list from the year before whilst others have fallen? 

Apply a hypothetical means-end laddering analysis to one or more of the brands below then watch the corresponding advertisement and assess whether the communications are in line with your findings. https://www.youtube.com/watch?v=h1I_hFwzOYA

https://www.youtube.com/watch?v=pPISokPRyKE