Question: MARKETING AND BRAND MANAGEMENT STUDY GUIDE
Unit One Case Analysis Read Campbell Soup.
This story raises the following questions:
1· What are the branding challenges and opportunities facing Campbell's market?
2· Apply the four steps of brand building to Campbell's future efforts. What do the results tell you? Why?
3· How could how consumers make a decision whether or not to buy Campbell soup?
Address the above questions using a 3 to 5 page paper (1000 to 1500 words) in APA format. Below is a recommended outline.
1. Cover page (See APA Sample paper)
2. Introduction
a. A thesis statement
b. Purpose of paper
c. Overview of paper
3. Body (Cite sources with in-text citations.)
4. Conclusion - Summary of main points
a. Lessons Learned and Recommendations
5. References
- List the references you cited in the text of your paper according to APA format.
a. (Note: Do not include references that are not cited in the text of your paper)
GRADING Your instructor will provide a grading rubric to evaluate your paper. Please see the Instructor Syllabus and Policies for details.
Textbook: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Third Edition (by Kevin Lane Keller)