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Brand_Personality_gradingguide.doc|
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Brand Personality Presentation Grading Guide
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Individual Assignment: Brand Personality Presentation
Purpose of Assignment
Understanding the concept of brand personality helps a company develop and maintain relations with consumers. Brand personality can even explain how consumer-brand relationships impact consumer behavior. Reviewing a current ad and its relationship to a brand’s personality allows for an examination of the role of consumer emotions, motivation, and perception on brand image.
Resources Required
Consumer Behavior, Ch. 10, Figure 10.2, p. 369
Grading Guide
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Content |
Met |
Partially Met |
Not Met |
Comments: |
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The student finds an ad (digital or non-digital) that communicates a strong brand personality. |
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The student describes the brand personality in terms of the dimensions in Figure 10-2 (p.369 in your textbook). |
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The student describes the various techniques used in the ad and how that links to the personality they are communicating. |
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The student reviews what traits are good to have in a brand personality. |
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The student analyzes how this brand personality impacts competitive positioning. |
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The student reviews how the ad impacts their belief in the brand or impacts their motivation to purchase from this organization. |
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The presentation is 10 slides with speaker notes, and is appropriate for the audience. |
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The presentation includes relevant media and visual aids that are consistent with the content. |
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Total Available |
Total Earned |
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7 |
#/7 |
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Presentation Guidelines |
Met |
Partially Met |
Not Met |
Comments: |
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The presentation is laid out with effective use of headings, font styles, font sizes, and white space. |
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Intellectual property is recognized with in-text citations and a reference slide. |
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The presentation includes an introduction and conclusion that preview and review major points. |
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Major points are stated clearly; are supported by specific details, examples, or analysis; and are organized logically. |
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Rules of grammar and usage are followed including spelling and punctuation. |
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Total Available |
Total Earned |
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3 |
#/3 |
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Assignment Total |
# |
10 |
#/10 |
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Additional comments:
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