CD Mapping

Description: Read the assigned article and prepare a typed, thoughtful, and well-worded answer to each of the discussion questions. Organize your response with sub-headings (each discussion question should have a sub- heading).

Assigned Article*:
Dawar, Niraj, and Charan K. Bagga. “A Better Way to Map Brand Strategy.” Harvard Business Review, vol. 93, no. 6, June 2015, pp. 90–97.

CONTENT (discussion questions, max 7 points)
1. What is a central brand / brand centrality?
2. What is a distinctive brand / brand distinctiveness?
3. How do we map brands by centrality and distinctiveness?
4. In terms of centrality and distinctiveness, sales volume and price, define:
o Aspirational brands
o Mainstream brands
o Peripheral brands
o Unconventional brands
5. For each of the four types of brands, discuss the opportunities and threats.
6. How does C-D mapping relate to the components of the CBBE pyramid?
STYLE (max 3 points)
 Format. Include a centered, bold title that reads “BU 5880 Application Exercise #1: C-D Mapping.” Include a header
or footer with first & last name. Use subheadings to organize your information according to the content outline.
 Writing. All work should be checked for spelling, grammar, and punctuation (errors will not be overlooked); clarity of writing style and sentence structure will be graded. This assignment requires all response to be in full sentences.

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