Read Chapter 10, Branding, of the required text, Integrated Marketing Communications: Advertising, Public Relations, and More; and research and the companies that FEMSA owns and promotes.
Creating brand equity is beneficial to a business in many ways but it takes a lot of effort and research in doing so. Understanding the customers preferences and giving them positive experiences helps brand equity.
In your paper,
Analyze how the organization can create brand equity for two of the FEMSA owned companies.
Assess how the branding can influence FEMSAs IMC.