QUESTIONS & ACTIVITIES

Read the Reckitt-Benckiser case study "Taking a brand online" and answer the following questions:

1.  Explain the aim of Reckitt-Benckiser's marketing and advertising strategy for Clearasil including its four key business objectives.

EXTENSION ACTIVITIES

1.  Design a "brand footprint" for another product or service marketed at young people. Visit the company website and try to determine the impression the brand makes on consumers. Include the following in your answer:

• Brand essence
• Target demographic
• Key consumer benefit
• Brand personality
• Brand discriminator
• Brand values