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Building a brand is crucial exercise that often takes years or decades to accomplish

Building a brand is crucial exercise that often takes years or decades to accomplish. The benefit of brand equity is realized in the bottom line. You researched brand equity from a consumer standpoint. For this assignment, you will select a big nationally or internationally known brand that has advertisements that feature a famous person or persons.

PART 1: Research Background

Research the selected brand using both its Web site and articles in the AIU Library’s full-text databases, and address the following:

What does the brand mean in today’s market?
How has it evolved over time?
What is the target market(s) for the brand? Has that changed from the past?
How is the competition positioned?
This section of the assignment requires the use of articles from the AIU Library’s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier. This section of the paper should be at least 2 pages in length.

PART 2: Application

Marketing is not all serious research involving scholarly, statistical, and practitioner resources; it is also about trends, buzz, and pop culture of the day. Actors, models, musicians, athletes, and reality stars of the moment are hounded by the press. Their lives unfold in the media, and many are seen wearing, carrying, eating, or driving a particular brand. For this section, you may research the following in any media outlet:

What celebrities endorse your brand? Why are they a good fit? To what target market do they connect?
What other famous characters could be connected to your brand? Explain why.
What about the competition? What kind of endorsers do they use?
This section of the paper should be at least 2 pages in length.

Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means words like I, we, and you are not appropriate. The use of direct quotes is discouraged but may be used sparingly in appropriate situations.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 4-5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 7-8 pages in length.

Click here to view the assignment grading guidelines.

Please submit your assignment as a Word document in APA format using the attached TEMPLATE.

For assistance with your assignment, please use your text, Web resources, and all course materials.

**********************************************************************

Project Type: Unit 4 Individual Project

Abstract

NOTE: no indentation is required. The next page will be an abstract; “a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of the article quickly” (Publication Manual, 2001). The length of the abstract should be xx words (x sentences) depending on the length of the body of the paper.

Introduction

Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences).

The brand in today’s market

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

The brand’s evolution

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

The brand’s target market: today and yesterday

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Positioning of competitors

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

The celebrity face of the brand: the fit and the target

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Other possible endorsers for the brand

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

The competitors’ endorsers

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Conclusion

Add some concluding remarks-can be a sentence or two.

NOTE:

· If you are not at the end of page 6 with content, your paper is too short (if you used graphs or charts, your paper should be longer)

· Do not insert extra spaces between paragraphs to make your paper appear longer.

· If you are beyond page 9 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer

DELETE THIS TABLE BEFORE SUBMISSION

General Form for Citation

From the 5th Edition of the Publication Manual (© 2001)

One Work by One Author

Walker (2000) compared reaction time….

In a recent study of reaction times……supported earlier research (Walker, 2000).

In 2000 Walker compared reaction times.

Within a paragraph, you need not include the year in subsequent references to a study as long as the study cannot be confused with other studies cited in the work.

In a recent study of reaction times, Walker (2000) described the method…….Walker also found….

One Work by Multiple Authors

When a work has 2 authors, always cite BOTH names every time the reference occur.

Smith & Jones (2000) compared reaction time….

In a recent study of reaction times……supported earlier research (Smith & Jones, 2000).

When a work has three, four, or five authors, cite all authors the first time the reference occurs; in subsequent citations, include only the surname of the first author followed by et al. (not italicized and with a period after “al”).

Wasserstein, Zappula, Rosen, and Smith (1994) found that [Use as 1st citation text]

Wasserstein et al. described [Use as subsequent citation per paragraph thereafter]

Two or More Works Within the Same Parenthesis

Order the citations of two or more works within the same parenthesis in the same order in which they appear in the reference list.

Past research… (Edeline & Weinberger, 1991, 1993).

Earlier research indicated… (Balda, 1980; Kamilm 1988; Pepperberg & Furik, 1990).

If no author is stated: (Short Title of Article, year).The punctuation goes after the citation not at the end of the sentence

References

DELETE THIS TABLE BEFORE SUBMISSION

General Form for Electronic References

From the 5th Edition of the Publication Manual (© 2001)

NOTE: A reference list is presented alphabetically by author’s last name

Note: Some elements of the 5th edition’s style guidelines for electronic resources differ from previously published guidelines.

Electronic sources include aggregated databases, online journals, Web sites or Web pages, newsgroups, Web- or e-mail-based discussion groups, and Web- or e-mail-based newsletters.

Online periodical:

Author, A. A., Author, B. B., & Author, C. C. (2000). Title of article. Title of Periodical, xx,
xxxxx. Retrieved month day, year, from source.

EXAMPLE:

Reinartz, Werner, Thomas, Jacquelyn S., Kumar, V. (2005).Balancing acquisition and

retention resources to maximize customer profitability.Journal of Marketing, v69, Issue 1.

Retrieved 6/13/2005, from Business Source Premier.

Print Resource:.english.purdue.edu/owl/resource/560/06/”>http://owl.english.purdue.edu/owl/resource/560/06/

Electronic Resources:http://owl.english.purdue.edu/owl/resource/560/10/

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