- If you are choosing to do the third individual assignment, it is due no later than 11:59pm, Sunday.
- NOTE: This assignment asks you to apply materials we covered in the chapter on memory and branding strategies (Module 7, Ch. 9).
- Please carefully read the assignment and submit your properly formatted and named Word document by clicking above.
IMPORTANT: You also need to hand in a hard-copy of your Assignment #3 at the start of class on Monday (11/3). This is a mandatory requirement in addition to submitting it on Blackboard. Please make sure you have a properly formatted,stapled paper to hand in.
ASSIGNMENT 3: Brand equity leveraging assignment (also described in detail in the syllabus).
Go to a store that carries a wide variety of products (e.g., grocery store; Wal-Mart/Target; home improvement store, drug store, convenience store). Find two different examples of a product that is using a brand leveraging strategy.
You may not use the following brands: Arm & Hammer; Clorox; Colgate; Coke; Bic; Aunt Jemima, Dove, Reese’s, Snickers, Starbucks, Gillette, Hellman’s, Hershey’s or any examples from the text or PPT lecture.
For each of these products separately, answer the following questions:
1. For the product you selected: What is the brand? What is the product?
2. What was the original product associated with this brand name?
3. What specific type of brand leveraging strategy (we discussed four in class – check PPT) is being used? Explain specifically why it is this one.
4. Discuss whether you think it is an effective brand leveraging strategy (NOTE: don’t just describe if it is a product that you like or not or a “good” product). Explain/discuss why or why not – thoroughly justify/explain your answer using specific brand leveraging concepts from class e.g., fit, brand associations, brand schemas, etc.).
5. Discuss whether there might be any negative effects associated with the use of this brand leveraging strategy specifically (again, answer specifically in terms of the specific brand leveraging strategy). Explain/discuss why or why not.
Grading emphasis:
Highly competent papers will be properly formatted and carefully proofread. The paper should be based on your ideas and analyses and not use any external research. The content should be organized using sections, headings and subheadings.
Highly competent papers will use actual products you have come across as a consumer as the source material.
Highly competent papers will include a clear and complete description of questions 1 and 2. Question 3 should include a concise explanation of your answer. Additionally, these highly competent papers will apply specific brand leveraging-related concepts from class and will specifically include concepts related to characteristics of the (i) fit, (ii) brand schemas, and (iii) brand associations. I will be looking for how you use these concepts to explain why these products are or are not effective and whether there are any risks associated with them. Highly competent papers will do more than just “mention” the concepts. onditioned Learning Theory: Conditioned Learning Theory:
1. Classical Conditioning Classical Conditioning in
Marketing Relevant concepts in
classical conditioning Conditioned Learning Theory:
2. Operant (Instrumental) Conditioning Make sure your file is a properly named Word document (with your last name as part of
the file name) and that it is formatted as required! All written work must be doublespaced, use 12 pt. Times-Roman font, and have page numbers and one-inch margins and
your name on the paper. It must be organized in sections with headings and subheadings. Please be thorough and specific in your answer to all parts of these questions. You should use
relevant concepts from class and the textbook. However, you SHOULD NOT do external
“research” for the assignments. You do not need to cite the textbook or PPT slides/lectures.