Writing Homework Help

Writing Assignment 5 (30 points)

MKTG 601

The primary learning objective in module 6 is to explain the many facets of branding.

Purpose of the assignment:

This assignment is designed to improve your ability to understand and explain how brands are managed.

Many studies in education indicate that reflection is an effective part of effective learning. The purpose of this assignment is to give you a guided approach for reflecting on the assigned article readings and for Module 6.
Assignment Due Date: Monday, June 21, 11:00 PM Central Time.

What to do: Answer each of these questions (3 questions, each with multiple parts)

Describing the “brand culture” of a specific brand. Select a specific brand that is familiar to you. Answer the following questions in regards to the brand you select. [Note, you will need to read and refer to the “Brands and Branding” reading for this portion of the assignment.]

What is the brand’s culture? [as part of your answer, say what a brand culture is, then describe this brand’s “brand culture”].

What is one specific example of how each of the 4 different authors of a brand (i.e., the firm, popular culture, influencers, and customers) have influenced this brand’s “brand culture”?

In regards to this brand, what is a specific example of one of the components of brand value (i.e., reputation value, relationship value, experiential value, and symbolic value)? [Note, as part of your answer, describe the component of value you select and give the example of this value using the brand you have selected.]

Explaining Customer-Based Brand Equity – Select a specific brand that is familiar to you, but different from the one you selected in the first question for this assignment. Answer the following questions in regards to the brand you select. [Note, you will need to read and refer to the “Building Customer-Based Brand Equity” reading for this portion of the assignment.]

What is a specific brand that has established itself as highly salient in your mind in a particular usage situation. [as part of your answer, identify both the brand and the usage situation. Note, this is a relatively short answer].

Referring to the brand you identified, what is one way that it’s performance and one way that its imagery has contributed to brand’s the meaning in your mind.

Referring to the brand you identified, what is one way you have responded to the brand. In your answer, describe one way you responded by making a specific judgement and one way you responded by having specific feelings.

Referring to the brand you identified, to what extent has the brand resonated with you? In your answer, select one of the ways a brand can resonate (i.e., behavioral loyalty, attitudinal attachment, sense of community, and active engagement) and describe the how the brand has resonated with you in that way.

Explaining Brand Architecture Decisions – Think of an organization that markets more than one products or services and respond to the following questions/statements in regards to that organization. [Note, you will need to read and refer to the “The Brand Relationship Spectrum” reading for this portion of the assignment.]

List at the products/services it markets. If there are more than 5, list only 5.

In reference to the products/services you listed, describe the organization’s brand architecture for them.

Explain why you think this brand architecture is (or is not) effective for these products.