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Home / Questions / Shared Activities REQUIRED Shared Activity: Successful Brands Successful brands have certa

Shared Activities REQUIRED Shared Activity: Successful Brands Successful brands have certa

Analyse the degree to which your selected brand is successful. Justify your answer by critically commenting on the main components of brand equity.

Analyse how marketing communications influence brand equity. Provide examples related to your selected brand.

Shared ActivitiesREQUIREDShared Activity: Successful BrandsSuccessful brands have certain characteristics, according to De Pelsmacker et al. (2013). For example, they areclearly differentiated from competitors’ brands, and consumers perceive them as unique. Usually their positioningis based on high quality and added value. Marketing communications strongly influence the building andmaintaining of successful brands.For this Shared Activity, you will analyse the key traits of a successful brand of your choice. You will focus onbrand equity and critically comment on the role of marketing communications in successful branding.To prepare for this Shared Activity:Review Chapters 1 and 2 in De Pelsmacker et al. (2013).Read the Luxton et al. (2015) article fromThe Journal of Advertising.Reflect on the key concepts of branding, brand equity and marketing communications addressed inthese readings.Select a brand (product, service or company) that you consider successful.Evaluate your selected brand by applying the main characteristics of successful brands as outlined inthe lecture notes and the course readings.Consider the dimensions of consumer brand equity outlined in the course readings as they relate toyour selected brand.Consider the role of marketing communications on branding as it relates to your selected brand.To complete this Shared Activity:By approximately Day 5 of Unit 1, write a 350- to 500-word post in which you respond to the following:Analyse the degree to which your selected brand is successful. Justify your answer by criticallycommenting on the main components of brand equity.Analyse how marketing communications influence brand equity. Provide examples related to yourselected brand.Support your points with relevant, credible readings and cite and reference your readings.Throughout Unit 1, read your colleagues’ postings and do the following:Add insights to their analysis on brand equity and the role of marketing communications.Ask probing questions to learn more about your colleagues’ views.Extend the conversation into new but relevant areas (e.g. traits of unsuccessful brands, benefits ofbranding, private labels, the role of marketing communications on product positioning and repositioning,brand extensions).Towards the end of Unit 1, share with your colleagues the key lessons you have learned about the importance of(integrated) marketing communications, branding and brand equity.Be sure to support your postings with evidence of your reading of the Learning Resources and other currentliterature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide forproper citation and referencing information.Please note that confidentiality of information discussed in Shared Activities cannot be guaranteed. Therefore,please do not include identifying details of actual individuals or organisations in your responses.Participate in this Shared Activity only during the period of this unit, to ensure that you and your colleagues cankeep track of one another’s postings and maintain a focused, collaborative discussion. Review the Syllabus andShared Activity Rubric for information on how your contributions to the Shared Activities will be graded in thisunit. In each unit, you will receive feedback from your Faculty Member on your participation in the SharedActivities, focusing on your contributions to the learning community. In Unit 6, your Faculty Member will providefinal feedback and a final grade on your Shared Activity contribution throughout the module.To complete your Shared Activity, click onShared Activities Forumon the Module Menu, select your Group'sDiscussion area and then select ‘Unit 1 Shared Activity’ to begin.
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