Global brands assignment

Instruction for the Global Brand Analysis assignment

The assignment is asking for you to 'read' a little under the surface and to also add some of your own opinions or other research.

Organization/ format: I would organize the assignment by question. I also think it helps to show the question in your response. The assignment may be single or double spaced based on student preference. I would ask that you use a font size of at least 11 for readability.

1) List and describe 2 trends which appear to be driving consumer behavior. Scan the document for trends that you notice that appear to be interesting for you. Here are some trends I found - purpose, technology, synergy between people and business, flexibility in work, diversity and self-development to name a few.  

For example, In terms of the purpose trend, when companies create promotional messages that underscore their commitments to social endeavors, this drives consumer behavior.   There are more and this is a partial list.

To answer this question, I would suggest that students write 2 nice paragraphs related to each trend.

2) Within the interbrand’s analysis, is listed the 10 components that they evaluated to determine the leading global brand list (page 30). Pick 2 of these capacities and reflect on why, in your opinion, these qualities influence value creation and brand loyalty.

This is a personal opinion question which should be undergirded by some understanding of marketing. For example, if you chose differentiation as a capacity, you would need to describe what differentiation is (some research online, possibly). I think when evaluating or explaining the chosen capacities, it is easily explained using products or services that you are familiar with. For example, I might talk about Dutch Bros coffee and how they differentiate themselves through their customer focus and broad favor offerings and how this creates a strong brand loyalty.

If you need to use additional research to substantiate or support your opinions, I encourage you to do so, though it is not required.

In terms of written length, I would suggest that 2 nice paragraphs (one per capacity) would be adequate.

3) Evaluate 2 of the top 10 brands and explain why you believe these brands have been successful globally. (Top 10 brands include Apple, google, Microsoft, coca-cola, amazon, Samsung, Toyota, Facebook, Mercedes-Benz or IBM)

This is a personal opinion question which should be undergirded by some understanding of your selected products. It might also help to do some outside research.

One page 37, the article describes 3 ‘hallmarks’ of the top 10 brands. I think that this could be a good jumping off point for your opinions. In an example that I might write, I would connect with the quote from the article, “ They have mastered creating experiences through technology that reinforce the brand itself”. I think that google continually strives to improve the customer experience. As a recent student, I continually utilized google products to support my studies. I met with teammates using google hang out and I continuously use google docs to complete my team assignments. Etc….

To fully answer this question, I would suggest 2 paragraphs of explanation – one per capacity.

Rubric

Content – Well analyzed. Evaluate depth of analysis. Students need to provide details which support their opinions. Additional research may support a students’ position but it is not required. The answers to each of the questions need to be thorough and complete.

· Points lost if a student doesn’t provide the number of responses requested.

· Question 1 asks for 2 trends

· Question 2 asks for 2 capacities

· Question 3 asks for 2 brands

Written expression – Proper language and grammar observed – minus 1 to 10 points