Topic: Nike vs Adidas Research Paper – Exercise in Brand Strategy This is a research exercise design

 

Topic: Nike vs Adidas

Research Paper ‐ Exercise in Brand Strategy

This is a research exercise designed to show how the principles of brand management are used to develop more effective marketing plans and programs.

The objective of this exercise is to appreciate the importance and value of a brand to the organization and all its stakeholders from the perspective of the marketing manager. It is recommended that you get data for your report from the library, current business periodicals, the internet, and other secondary sources.

1. Each student will select two different brands in the same product category marketed to the individual consumer. The brands could be a tangible good, (e.g. razor blades, soft drinks, computers etc.) or a service (e.g. insurance, banks etc.). No alcohol or tobacco products please. Do not use pain relievers (analgesics) or automobiles.

2. Brand Selections ‐ must be submitted and approved no later than Midnight Wednesday of Unit 2. No two students can choose the same brands.

3. Base your analysis on the following ‐ brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.

4. Identify which brand you feel is more effective and support the reasons for your decision based on branding principles.

Deliverable

Written Report ‐ each student will prepare a 4‐5 page written analysis (plus separate cover ad reference pages). Use APA format; double‐spaced; 12pt. New Times Roman font with one‐inch margins. Considering this is a research paper, it is critical that you incorporate properly cited references to your external sources of credible supporting materials. You will automatically lose 20 points for non‐ referenced supporting material.

DUE DATE: no later than midnight Sunday of Unit 4. Late submissions will not be accepted. 

 

 

 

Rubric for Research Paper

	CRITERIA	Deficient (0 – 13 Points)	Development Needed to Proficient (14 – 16 Points)	Proficient to Exemplary (17 – 20 Points)	Points Earned (100 Pts.)
1.	Identify which brand you feel is more effective and support the reasons for your decision based on branding principles	Reasons not given or reasons significantly lacking thought or development.	Reasons are given, but they may lack depth or sufficient development.	Thoughtful, well- developed, and clearly presented reasons for supporting branding principles
2.	Analysis on the following – brand equity, brand elements, brand positioning, brand portfolio;	Does not provide an adequate overview of topics as they relate to brands chosen	Required information is present. Topics relate to brands. Interrelationship of each principle not shown	Branding principles are fully detailed and clearly written. Interrelationship clearly demonstrated
3.	Assessed targeting, segmentation and marketing mix.	Does not provide an adequate overview of topics as they relate to brands chosen	Elements of a marketing program are present. relationship to branding principles nor shown	Interrelationship of marketing strategies and tactics to branding principles clearly demonstrated
4.	References and use of APA writing method	Work displays no references or no clear citation methods	There are some references/citations but no clear APA method	Work displays skilled use of APA citation method
5.	Preparation and Ongoing Development	Paper demonstrates a lack of preparation. Mechanics and grammar were poor	Paper demonstrates that there was sufficient preparation for adequate delivery. Mechanics were sound	Paper demonstrates that there was thorough preparation. The paper was well-designed and executed
Total Points:

• Posted: 4 years ago
• Due: 16/11/2015
• Budget: $30