1.    Evaluate the brands current Points of Parity (POP) and Points of Difference (POD). Then Recommend which POPs and POD are best suited to the brand to stay relevant to Generation Y and Generation Z (Ch. 2 & 3)
2.    Evaluate the brands secondary brand associations. Then Recommend which secondary brand associations are best suited to the brand to stay relevant to Generation Y and Generation Z (Ch. 8)
3.    Recommend how the brand can improve on their brand equity to stay relevant to Generation Y and Generation Z (based on CW1 findings and help your client make some meaning out of the data you gathered as part of CW1).
4.    Create an experiential marketing campaign to help the brand connect to Generation Y and Generation Z better (Ch. 5)
5.    Create a mass customisation campaign to help the brand connect to Generation Y and Generation Z better (Ch. 5)

have at least 15 references listed at the end

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