Description of this paper

Saint MKT562 full course [ all discussions midterm term paper final exam ]

Description

solution


Question

Question;all week discussionModule 1 DiscussionPick two brands, one that has achieved significant resonance with you and one that has not. Provide a brief explanation why this is so.Module 2 DiscussionPick two brands that are competing in the same market. Identify the two most important positioning criteria for these brands. On a scale of 1-10, where 10 = best score and 1 = worst score, rate both brands in these two dimensions. Explain why you gave these ratings.Module 3 DiscussionPlease read the articleIs Digital Killing the Luxury Brandby John Ortved and then provide a critical analysis. The article can be found at:You should address the following issues:Provide a brief summary of the key idea(s) the author is trying to communicateTo what degree do you agree/disagree with these ideas and why?Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article?Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example.Module 4 DiscussionPlease read the article Three Questions You Need to Ask About Your Brandby Kevin Lane Keller and then provide a critical analysis. The article can be found through the Saint Leo University Library at:You should address the following issues:Provide a brief summary of the key idea(s) the author is trying to communicateTo what degree do you agree/disagree with these ideas and why?Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article?Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example.Module 5 DiscussionPlease read the article Cult Brandsby Melanie Wells and then provide a critical analysis. The article can be found at:You should address the following issues:Provide a brief summary of the key idea(s) the author is trying to communicateTo what degree do you agree/disagree with these ideas and why?Regardless of your answer in (b), how would you rate the job the author did in explaining and supporting the ideas presented in this article?Not using an example already stated in the article, provide an example website or video illustrating the concepts discussed and briefly explain why it is an appropriate example.6Module 6 DiscussionPlease review the following CarScoops webpage (http://www.carscoops.com/2009/01/video-new-audi-s4-commercial-with-skier.html) and view the associated video regarding an ad campaign that Audi used in 2009. The commercial was never shown in the U.S., but was designed for the European market.Answer the following questions:What is the key idea/concept the commercial is trying to communicate?What is the brand image for Audi that the commercial is focused on demonstrating?How would you rate the effectiveness of the commercial in communicating and supporting the desirable brand image?Why do you think was this commercial more relevant for the European market? Could it have been effective in the U.S.?Module 7 DiscussionIdentify a failed brand extension. Explain what the key factor was in this failure.Module 8 DiscussionMcDonald?s is a global brand. How consistent is its image in different countries? Do you have any recommendations?midtermQuestion #1 (50 points)?Anytime Fitness? is a chain of gyms that are available to their members 24-hours a day, every day of the year. Members get a key with their membership and they can work out any time they want.You have been hired to help create a unique brand image for this company. You need to find something that goes beyond the convenience factor to make the brand more robust.1.1In a few sentences, explain the brand image that Anytime Fitness should try to create.1.2 Design and describe a brief TV commercial that will communicate this image.1.3 Create a Twitter message (max length 140 characters) capturing the company?s brand image and identity.="msonormal">Question #2 (50 points)Travelmania is a new, Internet-based travel agency specializing in customized exotic and adventure travel. The company has limited resources and a very low level of awareness in the market. Even within the exotic and adventure travel market, it has to deal with competition from the major online travel companies and it needs to create a comprehensive differentiation and branding strategy.="msonormal">="msonormal">2.1 What segmentation variables would you use to segment the market and which segment would you focus on?2.2 In the initial awareness promotional campaign, should the company focus more on POPs or PODs? Why? Provide a list of the relevant POPs and PODs as part of your2.3 Create a Twitter message (max length 140 characters) capturing the company?s brand image and identity.="msonormal">="msonormal">="msonormal">="msonormal">="msonormal">="msonormal">term paperAs a reminder, there is a term paper due at the conclusion of this module.In Module 1 you selected 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. Compare and contrast the two brands? overall branding strategies. Essentially you are supposed to conduct a brand audit for these brands. For additional information about the Term Paper, please review the document.If you find you have additional questions or concerns regarding the Term Paper, please be sure to contact your instructor.Submit the Term Paper to the Dropboxfinallquestion 1.1.Question #1 (50 points)Porsche, the German sports car manufacturer is trying to expand into new markets by using the ?Porsche? brand name.Currently they are contemplating the following product lines:A line of women?s luxury perfumesAthletic shoes for track and field training, both for men and womenFashionable and elegant casual clothes for menA vacuum cleanerUsing the concept of brand elasticity, evaluate for each one of these products:1.1 The advantages and potential problems of expanding into each of the product lines.1.2 Which ones (if any) they should pursue based on your analysis in 1.1.1.3 For the extension(s) you selected in 1.2, describe a TV commercial that would promote the product under the ?Porsche? brand name. Which of thePorsche?sbrand image elements would you emphasize in this commercial and why?Question #2 (50 points)For the last 50 yearsToyotaandGeneral Motorshave been the largest automobile manufacturers in the world. They produced cars, trucks, vans, and SUVs at all levels.GMcreated a number of separate brands, whereasToyotaused the ?Toyota? umbrella brand name for all its products except forLexusin the luxury segment.Putting aside financial strategy issues as well as relationships with unions, etc., look purely at the branding strategy of these companies and:1.1 Describe each companies? overall branding strategy and portfolio1.2 Critique the strategies. What did they do right? What were their mistakes?="color:>

 

Paper#46953 | Written in 18-Jul-2015

Price : $117
SiteLock