Choose a Fortune 500 company, and in 6-8 page essay, use one of the three critical competencies discussed in "Brand Atlas Branding Made Visible" (Dynamics, Intelligence or Drive.) Using the concepts listed in each competency, take us step-by-step through the thought process behind branding a product idea. Incorporate multiple information resources with appropriate citations; and evaluate the relative merits of competing resources with respect to the concepts being discussed.
The Final Project must be in APA format and make sure to provide 3 - 5 outside sources to support your work.