1. The first step would be to define the brand potential. By doing this I would consider the most important characteristics which are the brand vision, the brand boundaries and the brand positioning. As for the brand’s vision, I would make such that would be seen to have a long-term potential and here I would show the potential and brand equity JWU has as school.
Second would be to identify the brand extension. That is creating more awareness about the new programs and third branding new products.
In short, I would do two things which are (a) Clarify awareness, I would take advantage of effective means of reaching the audience to create awareness of the new programs that is now being offered by JWU and at the same time improve all stakeholders understanding of the similarities and differences in the programs and the benefit each offers. (b) I would improve the image. I would make sure that the various programs are improved on as this would help trial and repeat purchase which in the case of the JWU would mean more students applying and also coming for another degree.

2. The MacDonald’s case .
Brand element and the changes: As a result of complains and feedback the company was getting it made changes to certain areas of it operations. The menu was redesigned such that the calories contents were reduced and more knowledge of the food was made to customers. It also used a certain guy for commercial whose name I can’t remember right now, to pass the message that it food is healthy and not what people used to complain about.
Advertising campaigns: It began increased its sponsorship of events and activities that showed that the company really cares about the health of its consumers.
Public Relations. The company responded accurately to the various stakeholders.
As for the government agencies which in this case could be the FDA, the company tried