Assignment Overview
Brands and Loyalty
Few consumers are immune to the lure of brands. Understanding how brands affect individuals will allow us to apply this knowledge on a larger scale.
Case 4 Resources
The importance of branding as a marketing tool: 4 reasons why branding is so important (2022)
Brand Marketing: What It Is + How to Create your Brand Marketing Strategy (2022)
5 Strategies to Create Brand Loyalty (2022)
Brand Loyalty (2022)
Elements of Brand (2022)
Brand Equity (2022)
Brand Positioning and Alignment (2022)
Brand Development Strategies (2022)
Case Assignment
Brands from a Consumer Perspective
Using the module’s readings and at least one article published in 2020 or 2021 from Trident Library’s Business Source Complete (EBSCO), a full-text database, research brands.
Brand Research
- Identify one well-known brand and research why consumers are drawn to it. Describe a major competitor of the brand and compare the two brands in terms of positioning.
- Are they positioned differently?
- What are the points of differentiation? (1 page) Research Required.
Brand Message Analysis
How do the brands communicate with their target market? Analyzing the message strategies now and over time is an excellent exercise to understand how the brand remains successful.
Find an older and one recent commercial for each of the brands. Note: YouTube has numerous vintage and new commercials. New commercials may also be found on the brand’s website. How to cite and reference a YouTube video.
Describe the two commercials and include the video link.
What is the overall message of the brand? Explain in depth. (3/4 of a page for each brand)
Brand Application
Analyze the brand messages. Consider how the messages build brand loyalty. (1/2 page) Research Required.
No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.
Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.
This is a professional paper, not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
Assignment Expectations
Use the attached APA-formatted template (MKT301 Case4) to create your submission.
- The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Your submission will include:
- Trident University International’s cover page
- A paper with APA citations (2- to 3-sentence introduction, 3-page body, 2- to 3-sentence conclusion)
- The reference list page in APA format