Select a brand that you or your family uses regularly; this should be a brand that the average person would recognize. Analyze this brand using the instructions below. When analyzing your brand be sure to go to the company’s Web site(s) and conduct other research as well to support your analysis. (A 10- to 15-page response is required for the combination of Parts A through H.) Your Stand-Alone Project responses should be both grammatically and mechanically correct, and formatted in the same fashion as the project itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (200 points)
Part A Brand Description: Describe the brand you have chosen using the following criteria.
1. Describe your brand; what is it and what does it do?
2. Where do you normally purchase the brand, and are there other types of sales locations?
3. What is the usual price of the brand?
4. What are your reasons for using this brand?
5. Ask two (2) other people what they think of the brand and record their responses. Are they similar or different from your opinions?
Part B Consumer-Based Brand Equity Model: Apply the six (6) areas of the Customer-Based Brand Equity Model (CBBE) to your product and discuss your results.
Part C Brand Positioning: Discuss the following concepts as they relate to your brand.
1. Who is the target market for your product?
2. Who is the competition?
3. What are the points of parity and points of difference in your brand and the competition’s brand(s)?
4. What are the brand’s core values?
5. What is the brand’s mantra?
Part D Brand Elements: Analyze the following elements of your brand in relationship to the six (6) criteria for choosing brand elements: memorable, meaningful, likable, transferable, adaptable, and protectable. If your brand does not possess one of the elements, then suggest ways that this element could be implemented successfully.
Part E Marketing Program: Analyze the following factors as they relate to the brand.
1. Discuss either the marketing or product strategy of the brand.
2. What is the brand’s pricing strategy?
3. What channel strategy does the brand use?
Part F Integrated Marketing Communications (IMC) and Leveraging Secondary Brand Knowledge
1. Discuss two (2) IMC strategies used by the brand.
2. Discuss two (2) ways that the brand leverages secondary brand knowledge.
Part G Brand Extension: Discuss whether the brand is an extension of another brand. If the brand is not an extension, could it be extended? Explain. Part H Recommendations: Make three (3) recommendations concerning the future branding activities that you feel would help the brand gain or maintain brand equity. Be sure to thoroughly explain your rationale for each recommendation.