Essay 1_01: Textbook: Keller, K. L. (2003). Strategic brand management: Building, measuring and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice Hall Describe the seven (7) important roles that branding plays for customers and the six (6) important roles that branding plays for companies and manufacturers. Then read Branding Briefs 1-1 (pp. 6-7), 1-2 (p. 17), and 1-4 (p. 21) from Chapter 1 of your textbook and relate the branding lessons learned by each company as described in the three (3) briefs. (26 points) (A 1-page response is required.)Essay 1_02: Using Figure 2-5 (p. 76) in your text, explain what each of the six (6) blocks in the Customer-Based Brand Equity Pyramid represents. Then choose one (1) brand that you or your family uses and describe how it meets (or does not meet) each of the six (6) criteria in the pyramid. (24 points) (A 1-page response is required.)Essay 1_03: Using the questions in Figure 2-11 (pp. 97-98) of your textbook as a guide, conduct primary research to compare and contrast the brand building implications for two (2) brands in the same brand category. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your responses and document in a bibliography using APA style. (100 points) (A 3-page paper is required.)Part A Select a brand category (such as a food category, toothpaste, shampoo, automobile, etc.) and answer the questions according to how you personally view a brand that you use in the brand category selected. Write a summary of your responses in paragraph form that addresses all six (6) areas covered in Figure 2-11. (60 points)Part B Select another brand from the same brand category that you do not use having the same type of purpose or function as the brand you do use. Compare and contrast the two (2) brands by addressing all six (6) areas covered in Figure 2-11. (24 points)Part C What in your responses between the two (2) brands surprised or interested you? What conclusions can you draw or what comments can you make about the equity of the two (2) different brands? Based on your research, would you consider changing to the brand not used? Explain. (16 points)Essay 2_04: A company decides to launch a coffee maker and the marketing department needs to determine how to position the product; discuss the four (4) issues the company must address before launching the product: target market, competition, points of parity, and points of difference. Provide one (1) example for each of the four (4) issues related specifically to coffee makers. Then explain how marketers must use brand core values and a brand mantra to position the product. (24 points) (A 1-page response is required.)Essay 2_05: Creating brand identities or brand elements is one of the ways that companies seek to differentiate themselves in the minds of customers. Describe the six (6) criteria discussed in your text for choosing brand elements to build brand equity; then, discuss each of them if applied to the coffee maker company from Discussion Question #1. Discuss the three (3) tactics/options that you feel are the most important for companies to use in choosing brand elements that will build brand awareness and brand associations. Justify your choices. (26 points) (A 1-page response is required.)Essay 2_06: For this activity, you will research and compare two (2) products from the same product category. Find articles and other sources for information about the products and their categories, and use them to support your recommendations for strategies for maintaining brand strength. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 3-page paper is required.)Part A Choose two (2) products from the same product category and compare each brands strengths based on the six (6) elements of a brand. (30 points)Part B Identify the competition of each brand in the past, present and future in the changing marketplace. (30 points)Part C Develop at least two (2) strategies for each brand to maintain brand equity given what changes may occur in the marketplace. (40 points)