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MKT 400 Milestone Two Guidelines and Rubric Overview: For this second milestone, you will identify key attributes of a brand in the growth stage, assess how the marketing mix is used at this stage to develop brand equity and how it may impact brand perception, and describe the role of stakeholders in this stage. Prompt: For this second milestone, you will analyze a brand that was in the growth stage, faced competition, and needed to differentiate itself from the competition. Select one of the following brands previously in the growth stage to analyze for your final project or one of your own choosing:

 Amazon

 Facebook

 Netflix

 Samsung Galaxy Phones

 Starbucks If you are choosing your own brand, check to see if it is appropriate by posting any questions to the General Questions discussion and determine whether there are sufficient resources to cover all aspects of the assignment. As you write, consider the following:

 What are the key attributes of a brand in the growth stage?

 How does the brand use the marketing mix to differentiate itself from competitors at the brand growth stage?

 How does the marketing mix impact brand perception to ensure interest and engagement during this stage, addressing benefits and possible risks?

 What are the roles of internal stakeholders (e.g., sales, brand managers) for a brand in the growth stage?

 What is the role of internal or external stakeholder involvement in the growth process? Please address the following critical elements:

I. Describe the attributes of this life cycle stage. II. Identify the 4P’s of the brand.

a) Describe how the brand uses the marketing mix elements as a guide. b) Analyze the impact of the marketing mix on overall brand perception. c) Describe the role of internal stakeholders in this brand stage.

Rubric Guidelines for Submission: This milestone should be submitted as a Word document, 2 to 3 pages in length, double-spaced, using 12-point Times New Roman font, and one-inch margins. Reference scholarly or peer-reviewed sources from the required and optional resources in this course or from the Shapiro Library to support your claims. All references must be cited in APA format.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Attributes Describes the attributes of this life cycle stage

Describes the attributes of this life cycle stage, but description is cursory, unclear, or irrelevant to this life cycle stage

Does not describe the attributes of this life cycle stage

22.5

Marketing Mix Elements

Describes how the brand uses the marketing mix elements as a guide

Describes how the brand uses the marketing mix elements as a guide, but description lacks detail, is illogical, or is irrelevant to this stage

Does not describe how the brand uses the marketing mix elements as a guide

22.5

Brand Perception Analyzes the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception, but analysis is cursory, illogical, or irrelevant to this stage

Does not analyze the impact of the marketing mix on overall brand perception

22.5

Internal Stakeholders

Describes the role of internal stakeholders in this brand stage

Describes the role of internal stakeholders in this brand stage, but explanation is cursory, unclear, or irrelevant to the role of stakeholders in this stage

Does not describe the role of internal stakeholders in this brand stage

22.5

Articulation of Response

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%