Brand Management Exercise

MKT 319 Brand Management


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Brand Management Exercise (Units 2‐7) Guidelines
The objective of this assessment 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.
Using this process as your guide, each student will be required to complete a brief assignment (units 2‐ 7) throughout the course based on the following guidelines:
1. You 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. PLEASEDO NOT USE ANY CONAGRA BRANDS.
2. Make sure the brands are comparably similar. For example, if we were going to use the automobile market as a category, you can compare Ford to General Motors (both automobile manufacturers). You can compare a Jaguar to a Lexus (both luxury automobile brands). You would not compare Advil to Tylenol for children (two different products & markets). Advil could be compared to Aleve. Both are adult pain relievers.
3. Base your analysis on the following ‐ identify the customer, 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.
You will create a running report with response to instructor feedback. Each unit report will be about one page in length. Use APA format; double‐spaced; 12 size print; one‐inch margins. Please attach additional support materials.

Based on your research, what marketing strategies & techniques does the companies use and describe each? Create a five question (minimum) questionnaire to validate the strategies.

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