Publications
Publications
- August 2000
Brand Report Card Exercise
Abstract
Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance.
Keywords
Citation
Lemon, Katherine N., Kevin L. Keller, and Elizabeth Bornheimer. "Brand Report Card Exercise." Harvard Business School Exercise 501-004, August 2000.