Kotler and Keller describe six criteria for selecting brand elements. Pick a brand that you are familiar with (eg. BMW, Coca-Cola, Aeropostale). Analyze it based on the six criteria. Is it a "good" brand? Is it better suited to building a brand or defending it?
The purpose of this assignment is to encourage students to read, comprehend, and analyze the course materials. Students are expected to respond to the weekly prompt(s) provided by the instructor with a minimum of 600 words (excluding cover page and references) and two references. Assignments should include a cover page, separate references page, and should follow APA 6th edition formatting.