Problem
A. A significant part of brand management involves shaping customer perceptions about your brand. However, there is more to brand building than just choosing logos, brand names, and web designs. Brand managers have to build, innovate, and maintain a cohesive and favorable image around the brand.
Explain the process of building a reliable brand and critically assess the importance of sustaining the brand
B. One key aspect of brand management is communicating the brand position. The first step to developing a strong brand position is determining the company's purpose, values, and envisioned future.
Critically appraise the importance of designing an effective marketing research plan. Determine and explain in which conditions the following data collection is most relevant
a. Observational research
b. Focus group research
c. Survey research
d. Behavioral research
C. Critically assess how (a) Value proposition (b) Positioning (c) Branding contribute to business development and why it must go in that sequence
D. Select 3 companies and critically appraise their Pod and POP and critically analyze how POD impacts each company positioning in the market