I need 8 slides
Our papers are 100% unique and written following academic standards and provided requirements. Get perfect grades by consistently using our writing services. Place your order and get a quality paper today. Rely on us and be on schedule! With our help, you'll never have to worry about deadlines again. Take advantage of our current 20% discount by using the coupon code GET20
Order a Similar Paper Order a Different Paper
Save your time - order a paper!
Get your paper written from scratch within the tight deadline. Our service is a reliable solution to all your troubles. Place an order on any task and we will take care of it. You won’t have to worry about the quality and deadlinesOrder Paper Now
will develop a brand scorecard assessing the brand value and equity of
two rival brands competing in the same industry or market space. The
assignment is to develop a scorecard and apply it to the selected rival
brands. The scorecard will be conveyed in a slide presentation,
including presenter notes.
scorecard and comparison will be based on information from public
secondary sources, company web sites, as well as professional
experiences and insights. Surveys and primary research are encouraged
but not required. Specifically, students will create a brand comparison
scorecard and assess the image, resonance, value and equity of the rival
The following components and issues will be addressed:
Scorecard: Develop, apply, explain and present a brand scorecard
incorporating most if not all of the following criterion. Other
criterion may be added.
1. Design. Does the brand name, image,
slogan, logo or symbol resonate? Does it align with corporate identity
and image? Explain the primary and secondary research methods.
Brand Marketing. How is the brand positioned? Characterize how the
brands are positioned. Identify the marketing activities that support
and contribute to your brand’s positioning strategies. Are there
opportunities to further enhance that positioning? What markets and
channels have they entered? Are there opportunities to develop new
channels or segments?
3. Brand Growth. What customer engagement,
advertising, and promotion strategies have the brands adopted? Critique
their respective architectures. Can a brand hierarchy be identified? If
so, what is good and bad about their hierarchy? Do the brands fit into a
broader brand portfolio?
4. Brand Value and Equity. What is the
value of the brand to the company? Assess the performance of the
brands. How well has it been expanded into new markets or channels? How
is the growth strategy evaluated and what kind of tools could be used
in that evaluation? How have the customer engagement strategies
impacted the brand value?
A. At the
instructor’s discretion: Each student will have 15 minutes to present,
with 5 minutes of that time devoted to Q&A. All students are
expected to attend all individual presentations to listen and
participate in Q&A.
B. If present, students should turn in a
copy of their slides prior to their presentation. The final presentation
is suggested be between eight to twelve slides. Exhibits can be added
and are not included in the slide total. The presentation should be a
top-line summary of the key points from the scorecard.