Homework: Consumer Engagement
In this blog homework, select a brand that faced ethical or legal issues. Determine how these issues influenced consumer perceptions of the brand and how it impacted their engagement with the brand. What were the ultimate implications for the brand? What should the brand have done differently, and why? Provide at least two additional resources to support your reasoning.
Overview
Throughout the undergraduate marketing program, you will be completing a series of blog entries. The blog homework will be graded by your instructor and will be available to you afterward as a demonstration of your knowledge and abilities.
Create your blog site using the WordPress blog-creation tool. For guidance on setting up your blog, refer to the Getting Started with Blogging document. In each blog entry, you must accomplish the following:
o Develop a professional, organized blog post
o Apply topics and concepts covered in this course
o Utilize outside resources and/or examples to support your positions
Once you have finished each entry, you will submit a link to your personal WordPress blog.
Prompts
Module I: The Importance of Brand Positioning
For this blog post, you will select a brand that you are familiar with that successfully positioned or failed to position themselves at any point in a brand's life cycle using their name, logo, or slogan. Address the following:
o Examine the brand mission and vision for each brand and explain how the brand name, logo, or slogan succeeds or fails to communicate the brand identity to consumers, competitors, and various stakeholders. What does the brand who successfully positioned itself do well? How does the brand with the weak or failed positioning strategy miss the mark?
o Using the brand you selected as an example, identify one or two strategies that may be applied when developing a brand name for an organization and explain how these naming strategies may help to effectively position a brand.
Module II: Consumer Engagement
In this blog homework, select a brand that faced ethical or legal issues. Determine how these issues influenced consumer perceptions of the brand and how it impacted their engagement with the brand. What were the ultimate implications for the brand? What should the brand have done differently, and why? Provide at least two additional resources to support your reasoning.
Format your homework according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.