Section 1: Primary Research and Text Application
Find a consumer who is extremely loyal to a brand-name product. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands.
Analyze the interview using the brand equity and brand positioning concepts from your text.
Section 2: Secondary Research in the Databases
Next, research the brand using its Web site and articles from the library's full-text databases to address how the brand does the following:
- Identifies market segments and targets
- Developed its brand equity over time
- Positions itself in the market
This section of the assignment requires the use of articles from the library's full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier.
Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper.