Now, choose a product category (examples of product categories are “Cars,” “Cell Phones,” “Universities,” “Watches,” etc.) and write about differing brand equities within that product category (4 points). • 2. For many years, Ferrari (a much higher end brand than Porsche) has been known as a manufacturer of expensive luxury automobiles. They are considering how to attract the very large segment of the car-buying market that purchases medium-priced ($40,000) vehicles. What branding strategy (4 points) would you suggest to Ferrari and why (4 points)? • 3. Companies build and manage their brands very carefully (if they are smart). The positioning must be continually communicated to consumers. Are brands maintained by advertising or by consumer experiences (4 points)? Explain. Give an example of a poorly maintained brand (explain what happened) (4 points).