First, select two brands in the same category that display different types of brand elements. Then, you are charged with deconstructing the brand’s narrative story to understand how each of the elements contributes to it. To complete this assignment you need to purchase two brands in the same category. Select two brands you can purchase at a Safeway…. For example, you can select mass-market ice tea brands such as Lipton and Nestea. Or you can choose premium ice tea brands such as Snappe and Arizona. Tip: You may select one brand that has established a strong brand identity (brand awareness…) and the other brand that has not known and low brand awareness. Then, you analyze the elements of each brand and evaluate each element on the criteria below. Part 1 – Is it meaningful? Explain – Is it memorable? Explain – Is it likable? Explain? – Is it differentiated from the competition? – Is it transferable ( product extensions/ brand extensions)? – Is it adaptable (across cultures, across countries)? – Is it protectable (by trademark or patent? Explain. Part 2 -Which is the strong brand identity? Why? You may prefer low brand awareness/ high meaning? or you may like high awareness/ low meaning? – How did each brand use its brand elements to build brand meaning? – Which elements are contributing to the brand meaning and which are not? – Which brand elements are most memorable? Most meaningful? Most differentiated from the competition? – How would you improve each brand’s identity? – How important is brand meaning in this category? Why? What types of brand meaning are most important? -How important is brand awareness in this category? Why? Part 3 Write the brand positioning statement for the two brands you choose. Follow the following format in writing the brand positioning statement. For ( target market), Brand X is the only brand among all (competitive set) that (unique value claim) because ( reasons to believe) Part 4 (1) Assess if the two brands you chose can work in different international markets. For example, can the brands appeal to Italian consumers? or can the brands appeal to S.Korean consumers?
Marketing Management Assignment First, select two brands in the same category that display different types of brand elements. Then, you are charged with deconstructing the brand’s narrative story to understand how each of the elements contributes to it. To complete this assignment you need to purchase two brands in the same category. Select two brands […]