1. Marketing activities are often thought of in terms of building a brand. How would you determine whether a marketing activity really contributes to building a brand? Can some marketing activi- ties reduce the value of a brand? What activities could reduce the value of a brand and how would they do so?
2. Unlike tangible assets, brands are not included on the firms balance sheet. Why do you think this is the case? Can you think of any advantages to putting the value of brands on the balance sheet? Any disadvantages?