Brand Management

Choose one of the following brands: Visa, Alibaba, Mastercard, AT&T, IBM, Nike, Starbucks, Netflix, Instagram, or Accenture which have been selected from Brand Z Top Most Valuable Global Brands 2020 report. Using Kevin Lane Keller’s “Brand Report Card” produce a report rating the brand against the 10 components of the score card. See Chapter 16 of core text (Strategic Brand Management, Keller),