Assignment: Brands from a Consumer Perspective
Few consumers in capitalist societies are immune to the lure of brands. With this in mind, let us begin our journey in brand management by analyzing our own brand behaviors. Understanding how brands affect the individual will allow us to apply this knowledge on a larger scale as the class progresses.
WEEK 1 MAIN DISCUSSION POST:
1. THE CHOSEN BRAND: Identify one well-known brand and describe what draws you to that brand. You must analyze your own brand behavior using concepts from this week's readings and lectures. Sharing demographic traits that may explain the brand attraction is necessary.
2. THE COMPETITION: Describe a major competitor of the brand and compare the two brands in terms of positioning.
• Are they positioned differently?
• What are the points of parity?
• What are the points of differentiation?
3. ANALYSIS: Sum up your discussion with an analysis of why you are drawn to the chosen brand vs. its competitors. Your analysis must be substantiated by research from articles in the library's full-text databases.
4. APPLICATION: How can this type of information on loyal consumers be used by the brand manager in its marketing communications & strategy?
Format your assignment according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the assignment, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.