14 Aug MKT 562 Brand Management Select two brands that are competing against each othe

MKT 562 Brand Management

Select two brands that are competing against each other such
as Nike versus Adidas, Budweiser
versus Miller, Coca
Cola versus Pepsi, Rolex versus TAG Heuer, etc. Before you start your report,
please Email your
instructor the brands you have chosen so (s)he can approve them. Do not
start work on your
report unless you and your instructor have come to a clear agreement
regarding the brands
you will be writing about.

Compare and contrast the two brands overall branding
strategies. Essentially you are supposed
to conduct a brand audit
for these brands, including:

1. Their target markets

2. Their positioning strategies (create a two-dimensional
perceptual map using the two
most important
attributes and plot the positions of these brands as well as the positions
of several other key
competitors). Where are the two brands located relative to each other? Which one occupies the best position
and why? What are the limitations of this
two-dimensional perceptual map in terms of capturing the competitive
positions of the brands? What are the
POPs and PODs of the two brands?

3. Identify and compare the brand elements of each brand,
including brand names and URLs, logos,
symbols, characters, slogans, and packaging.

4. Identify and compare each of the two brands methods of leveraging
secondary brand associations, including
company image, country of origin, co-branding, licensing, celebrity
endorsements, and sporting, cultural, or other events.

5. Compare the brands pricing, distribution, and promotion
strategies. Provide links to key commercials, print ads, etc., and assess to what
degree the brands manage to communicate their messages.

6. Based on all the above information, describe each brands
identity and image. Which one do you think has done a better job in creating
and maintaining an image that enhances
its brand equity the most and why?

7. Pretend that you are a brand management consultant. What
advice would you provide to each one of the two brands in terms of improving their
competitive position and maximizing brand equity in the future? For that you
will need to provide your assessment as to the key trends in the brands
markets.

Your report should be written in a Word document and
submitted to the Dropbox (This
Dropbox basket is linked to Turnitin). Make sure to provide
all references and proper citations
for all the sources you have used in your report.

In addition to official sources, you can also use
information based on your own experiences with the brands as well as
information given to you by friends and acquaintances who are familiar with the
brands. You may also conduct your own research by giving out questionnaires to
friends and family and have them rate the brands. Obviously such limited surveys
may not be representative, but they can nevertheless add to all other secondary
data sources.

There is neither an upper nor a lower page limit for your
report. However, this being a business document, you need to avoid unnecessary
information, while addressing all 7 topics listed above. The Term Paper is to
be submitted to the appropriate Dropbox by the conclusion of
MKT 562 Brand ManagementSelect two brands that are competing against each other such
as Nike versus Adidas, Budweiserversus Miller, Coca
Cola versus Pepsi, Rolex versus TAG Heuer, etc. Before you start your report,please Email your
instructor the brands you have chosen so (s)he can approve them. Do notstart work on your
report unless you and your instructor have come to a clear agreementregarding the brands
you will be writing about.Compare and contrast the two brands overall branding
strategies. Essentially you are supposedto conduct a brand audit
for these brands, including:1. Their target markets2. Their positioning strategies (create a two-dimensional
perceptual map using the twomost important
attributes and plot the positions of these brands as well as the positionsof several other key
competitors). Where are the two brands located relative to each other? Which one occupies the best position
and why? What are the limitations of this
two-dimensional perceptual map in terms of capturing the competitive
positions of the brands? What are the
POPs and PODs of the two brands?3. Identify and compare the brand elements of each brand,
including brand names and URLs, logos,
symbols, characters, slogans, and packaging.4. Identify and compare each of the two brands methods of leveraging
secondary brand associations, including
company image, country of origin, co-branding, licensing, celebrity
endorsements, and sporting, cultural, or other events.5. Compare the brands pricing, distribution, and promotion
strategies. Provide links to key commercials, print ads, etc., and assess to what
degree the brands manage to communicate their messages.6. Based on all the above information, describe each brands
identity and image. Which one do you think has done a better job in creating
and maintaining an image that enhances
its brand equity the most and why?7. Pretend that you are a brand management consultant. What
advice would you provide to each one of the two brands in terms of improving their
competitive position and maximizing brand equity in the future? For that you
will need to provide your assessment as to the key trends in the brands
markets.Your report should be written in a Word document and
submitted to the Dropbox (ThisDropbox basket is linked to Turnitin). Make sure to provide
all references and proper citationsfor all the sources you have used in your report.In addition to official sources, you can also use
information based on your own experiences with the brands as well as
information given to you by friends and acquaintances who are familiar with the
brands. You may also conduct your own research by giving out questionnaires to
friends and family and have them rate the brands. Obviously such limited surveys
may not be representative, but they can nevertheless add to all other secondary
data sources.There is neither an upper nor a lower page limit for your
report. However, this being a business document, you need to avoid unnecessary
information, while addressing all 7 topics listed above. The Term Paper is to
be submitted to the appropriate Dropbox by the conclusion of

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