You should complete the following:
Part 1: Researching the Relationship
Research MPR's role in branding, and include the following:
- Begin by defining it. Do not copy a definition from a marketing dictionary or Web site; look for a definition of branding in an article in the library's full-text databases.
- Explore how MPR supports the branding effort.
- Define the 4 types of values used in brand messaging (reputation, relationship, experiential, and symbolic value). Do not copy a definition from a marketing dictionary or Web site, look in your text and in articles in the library's full-text databases.
Part 2: Analysis of the PR Branding Effort
Include the following for this section:
- Find and describe a brand example created by each of the 4 author categories (companies, popular culture, customers, and influencers). Be sure to explain how you ascertained the author source. The brand stories do not need to be related to one another or represent a single brand.
- Analyze each brand story from the point of view of the value or values that it portrays. Be specific, and back up your contentions using research.
- Compare and contrast the types of value messages delivered with regard to author type.