Assignment:
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
Can we use one of these brands Campbell, or Gain or Libbys or Reebook, or Jordan's or Lays Potato chips or some of the jeans like polo.
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.
PART 2: Secondary Research in the Databases
Next, research the brand using its Web site and articles from the 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 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.
Fill in using the following:
A. Brand loyalty: Interview--Introduce the concept and cite the resource
B. Analysis of interview: brand equity and brand positioning: Introduce concept and cite resource.
C. Brand Research: Brand equity over time: Introduce concept and cite reference.
D. Brand Research: Brand positioning: Introduce concept and cite resource.