Please pick one specific brand in each of the following product categories below and discuss the sources of brand equity for each. a. Fruit juice b. Shampoo c. Sport shoes d. Smart phone (except iphone)

MKTG 406 – Spring 2018

Individual Written Assignment #1

Due on March 28, 2018

1. Please pick one specific brand in each of the following product categories below and

discuss the sources of brand equity for each.

a. Fruit juice b. Shampoo c. Sport shoes d. Smart phone (except iphone)

Through desk and online research and examining marketing communication activities of

the brands you have picked, identify the brand elements and performance and imagery

attributes of the brands. In your discussion, make reference to POPs and PODs of these

brands as well as their brand elements and any secondary associations they might have as

you have identified through your research.

Make sure you provide an elaborate discussion of the above for each of the brands you

have selected linking your findings to the Brand Positioning and Brand Resonance models

of the customer based brand equity model.

 Maximum 4 pages (excluding any appendices to support your discussion) with 12-pt font.

 Hardcopy AND soft copy due on March 28, 2018 (soft copy to be uploaded on SUCourse)

 Turnitin will be used as noted in the syllabus. Turnitin is the worldwide standard in online plagiarism prevention. It allows instructors to compare student papers

against a database composed of millions of articles. Every paper you submit will

be scanned by Turnitin, and results will be reflected in your grades.”