Marketing Management Assignment
Goal of the Assignment: The assignment is created to help students visualize how important brand elements are to building identity.
The HW Instructions:
The HW Instructions:
(1) First, select two brands in the same category that display different types of brand
elements. Then, you are charged with deconstructing the brand’s narrative story to
understand how each of the elements contributes to it. To complete this assignment you
need to purchase two brands in the same category. Select two brands you can
purchase at a Safeway….
elements. Then, you are charged with deconstructing the brand’s narrative story to
understand how each of the elements contributes to it. To complete this assignment you
need to purchase two brands in the same category. Select two brands you can
purchase at a Safeway….
Part 1
– Is it meaningful? Explain
– Is it memorable? Explain
– Is it likable? Explain?
– Is it differentiated from the competition?
– Is it transferable ( product extensions/ brand extensions)?
– Is it adaptable (across cultures, across countries)?
– Is it protect-able (by trademark or patent? Explain.
– Is it meaningful? Explain
– Is it memorable? Explain
– Is it likable? Explain?
– Is it differentiated from the competition?
– Is it transferable ( product extensions/ brand extensions)?
– Is it adaptable (across cultures, across countries)?
– Is it protect-able (by trademark or patent? Explain.
Part 2
-Which is the strong brand identity? Why? You may prefer low brand awareness/ high
meaning? or you may like high awareness/ low meaning?
– How did each brand use its brand elements to build brand meaning?
– Which elements are contributing to the brand meaning and which are not?
– Which brand elements are most memorable? Most meaningful? Most differentiated
from the competition?
-Which is the strong brand identity? Why? You may prefer low brand awareness/ high
meaning? or you may like high awareness/ low meaning?
– How did each brand use its brand elements to build brand meaning?
– Which elements are contributing to the brand meaning and which are not?
– Which brand elements are most memorable? Most meaningful? Most differentiated
from the competition?
– How would you improve each brand’s identity?
– How important is brand meaning in this category? Why? What types of brand meaning
are most important?
-How important is brand awareness in this category? Why?
– How important is brand meaning in this category? Why? What types of brand meaning
are most important?
-How important is brand awareness in this category? Why?
Part 3
Write the brand positioning statement for the two brands you choose.
Follow the following format in writing the brand positioning statement.
For ( target market), Brand X is the only brand among all (competitive set) that
(unique value claim) because ( reasons to believe)
Part 4
(1) Assess if the two brands you chose can work in different international markets. For
example, can the brands appeal to Italian consumers? or can the brands appeal to
S.Korean consumers
