07 SKODA
10 20TH CeNTURYFOX
HOW DO YOU FUllY leVeRAGe A SPONSORSHIP PROPeRTY TO BOOST BRAND CReDeNTIAlS?
HOW DO YOU PeRSUADe CONSUMeRS TO UPGRADe IN ReCeSSION BRITAIN?
p126
p88
08 WARNeR BROS.
11 MeRCeDeSVITO
HOW DO YOU lAUNCH A NeW IP TO A SCePTICAl MARKeT?
HOW DO YOU INJeCT eMOTION INTO A PRACTICAl DeCISION ?
p100
p138
09 HAlFORDS
12 lG
HOW DO YOU OVeRTURN NeGATIVe BRAND PeRCePTIONS AND CReATe DeSIRABIlITY?
IN A CROWDeD TeCH MARKeT, HOW DO YOU CReATe BRAND eQUITY AND STANDOUT? p114
p148
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