Assignment 1: Loyal Customer Worksheet
Material
Select a brand in which you are familiar and/or are a loyal consumer (This will be the basis for future assignments).
1. Complete the following chart in 90- to 175- words:
Brand
Why was this brand selected?
2. Identify the four components of brand position:
3. Analyze the brand position in its niche/market as it relates to the four components of brand position in 90- to 175- words.
4. Evaluate brand equity in 90- to 175- words.
5. Identify current challenges and opportunities for the brand:
Challenges Opportunities
6. Explain in 90- to 175- words what strategies you propose for the brand based on the identified challenges and opportunities.
7. Based on the readings, what is the difference between a product and a brand? Compare the two in no more than 175- words.
Product Brand
Assignment 2:
Refer back to the brand chosen for the worksheet assignment.
Identify where the brand is in the product/brand life cycle (introduction, growth, maturity, decline) and support your position with specific examples and research.
Create a 700- to 1,050-word marketing strategy based on this position in the life-cycle:
• Identify appropriate marketing tools
• Assess challenges and opportunities as they relate to its niche, competition, and position in life cycle
Cite all sources according to APA formatting guidelines.
Assignment 3:
Refer back to the brand chosen for the worksheet assignment.
Conduct a brand audit for the brand using the Rolex Brand Audit as a guide from Ch. 8.
Create a 10- to 18-slide Microsoft® PowerPoint® presentation with speaker notes to deliver your brand audit.
Include the following:
• Background
• Brand Inventory
• Brand Exploratory
• Strategic Recommendations
• Tactical Recommendations
Cite all sources according to APA formatting guidelines.
Assignment 4:
Refer back to the brand chosen for the worksheet assignment.
Discuss each of the following questions in 175 to 350 words each:
• How is your brand marketed in different countries? Does it use a standardized or customized approach?
• Assess your brand's global branding success against the Ten Commandments of Global Branding as provided in Figure 14.5 (Keller).
• How has your brand's marketing evolved in response to changing social, demographic, and ethical issues?
Figure 14.5
Questions answers minimum 150 words
Question 1:What is a brand? What is the difference between a brand and a product? Why is it important to know your customer when creating a brand? What are the benefits of a strong brand? Consider one of your favorite brands of food; what makes that brand different? What does the brand mean to you? Identify the steps in the strategic brand management process.
Could a service ever become a product? Explain your answer.
Question 2: What is brand equity and how might it be increased? Define customer-based brand equity. Customers are bombarded with numerous brand messages; how might a brand stand out among its competitors? Identify the four components of brand positioning and explain brand mantra and how it should be developed.
Question 3: Give an example of a large global brand that also seems to have a fiercely loyal following and define its target segment, in terms of demographics, lifestyle, and customer benefits. Is it a mainstream brand in all markets?
Question 4: Watch the TedTalk video: "What Consumers" by Joseph Pine.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Purpose-of-Assignment.rar