Problem:
Building a brand is crucial exercise that often takes years or decades to accomplish. The benefit of brand equity is realized in the bottom line. Select a big nationally or internationally known brand that has advertisements that feature a famous person or persons to complete the following:
PART 1: Research Background
- What does the brand mean in today's market?
- How has it evolved over time?
- What is the target market(s) for the brand? Has that changed from the past?
- How is the competition positioned?
PART 2: Application
Marketing is not all serious research involving scholarly, statistical, and practitioner resources; it is also about trends, buzz, and pop culture of the day. Actors, models, musicians, athletes, and reality stars of the moment are hounded by the press. Their lives unfold in the media, and many are seen wearing, carrying, eating, or driving a particular brand. For this section, you may research the following in any media outlet:
- Which celebrity/ies endorse your brand? Why are they a good fit? To what target market do they connect?
- What other famous characters could be connected to your brand? Explain why.
- What about the competition? What kind of endorsers do they use?