Brands

In this assignment, you are asked to investigate a specific company, identify the brand strategy for the company, and to create a brand portfolio. Start by identifying and describing the Unilever company and its brands (some brands include Dove, Lipton, and Surf). Then complete the following:   Use Target Corp.

• Create a brand hierarchy tree to break down at least five of the brands.
• For those five brands, what are the target markets and how are the brands positioned?
• Create a brand portfolio for Unilever. Hint: Section 11-1, "The Science of Branding," on page 359 of your text will help you complete this task.
• What is the brand strategy Unilever is using for each brand?
• Keller, K. L. (2012). Strategic brand management (4th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 9780132664257