Unit I Assignment

Unit 1 Essay

Using the Columbia Southern University online library, research your favorite brand with respect to its effectiveness in new product marketing. Use the most current Interbrand  rating of brands as a reference (see Figure 1-5 of your course textbook).

1. Describe the target market that your brand is hoping to reach. What is the positioning strategy of this particular brand?

2. Examine the brand’s overall effectiveness in reaching its target market with both new products and existing products.

3. Identify the challenges and opportunities associated with this brand.

4. Recommend strategies that this particular brand should take in the next 10 years in order to maintain and/or increase their effectiveness.

Your APA-formatted response should be a minimum of two doubled spaced pages (not including the title and reference pages). You are required to use your course textbook, the Interbrand website, and at minimum one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.

Course Textbook

Keller, K.L. (2014). Strategic brand management: Building, measuring, and managing brand equity, (4^th ed.). Upper Saddle River, NJ: Prentice Hall.