Brand building is a crucial exercise that often takes years to accomplish. The benefit of brand equity is realized in the bottom line.
PART 1: Primary Research and Text Application
Find a consumer who is extremely loyal to a brand-name product. The person can be a family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands.
Analyze the interview using the brand equity and brand positioning concepts from your text. (ask if need details)
This section of the paper should be at least 2 pages in length.
PART 2: Secondary Research in the Databases
Next, research the brand using its Web site and articles from the School Library's full-text databases to address how the brand does the following:
Identifies market segments and targets
Developed its brand equity over time
Positions itself in the market
This section of the assignment requires the use of articles from the (schools) Library's full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier. This section of the paper should be at least 2 pages in length.
Your report must include a reference list. The paper should be written in third person; this means words like I, we, and you are not appropriate.
The body of the paper should be 4-5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion.