Small Group Exercise 1 Brand valuations were mentioned in the chapter as a potential key intangible resource for firms. Some product brands are so well established the entire category of products (including those made by competitors) may be called by the brand name rather than the product type. In your small group, develop two or three examples of this happening in the marketplace. In any of the cases noted, does such brand valuation give the leading brand a competitive advantage? Or does it produce confusion in the market for all products or services in that category? Provide advice to the leading brand as to how the firm can strengthen the brand name.

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