Using the company you currently work with or one with which you would like to work, describe how they try to manage their brand (or one of their brands) in a given target market. Please see Assignment Instructions attached.
Using the company you currently work with or one with which you would like to work, describe how they try to manage their brand (or one of their brands)
in a given target market.
Please see Assignment Instructions attached.
All answers should be completed on the attached worksheet.
What to do: Answer each of these questions
Using the company you currently work with or one with which you would like to work, describe how they try to manage their brand (or one of their brands)
in a given target market.
Your answer should include the following parts. Explanations of what is expected are provided, here, and an example of a completed assignment in on the
next page.
1. Name of the company/organization. Be sure to identify the parent company. For instance, you might use “General Mills” as the company.
2. Name of the brand you are analyzing. If you chose, “General Mills”, you might select “Yoplait” or “Cheerios” as a specific brand to analyze.
3. Description of a specific target market. You may not find this listed on a website, and you may have to make a logical guess of who the target market
is, based on what you know about the people who use the brand you choose. If you choose a brand that targets individual consumers, refer to pages 161 –
176 for approaches to describing a market segment. Recall that multiple segmentation approaches are often used simultaneously (see, p. 176), so your
description should incorporate multiple approaches. If you choose a brand that targets business customers, refer to Exhibit 6.14 on p. 177 for
additional assistance.
4. The brand’s brand identity – state what qualities and/or emotional connections you believe the company wants the target market to have with this
brand. This will be a relatively short description. To arrive at this description use your own thoughts, along with what you read on the brand’s website
or in articles about the brand.
5. Two ways the company tries to establish its brand’s perceived quality – state two examples of things the company does to build the target market’s
perception of the quality of this brand.
6. Two influences outside the company on how consumers perceive the brand’s quality – Companies are not the only entities that influence their brands.
Popular culture (such as trending stories on Twitter), other consumers (friends and online reviews) and un-paid media outlets (such as late night
television hosts) can all influence how we perceive a given brand. List two ways an outside entity has influenced (intentionally or not) the perceived
quality of the brand you choose.
7. Benefits of brand equity – The book describes how three benefits of positive brand equity (perceived quality, brand connections, and brand loyalty)
link to strategy (pages 245-247). Provide two specific examples of how the benefits of brand equity for the brand you choose links to the company’s
strategy for that brand. Your descriptions can be relatively short, similar to the examples given in these respective sections of the textbook.
Writing Assignment2 (15 points)
MKTG 601
Purpose of the assignment:
This assignment is designed to improve your ability to describe some key elements of branding and to evaluate how branding influence an organization’s
effectiveness.
What to do:Answer each of these questions
Using the company you currently work with or one with which you would like to work, describe how they try to manage their brand (or one of their brands)
in a given target market.
Your answer should include the following parts. Explanations of what is expected are provided, here, and an example of a completed assignment in on the
next page.