Home / Questions / Successful brands have certain characteristics, according to De Pelsmacker et al. (2013).
Successful brands have certain characteristics, according to De Pelsmacker et al. (2013). For example, they are clearly differentiated from competitors’ brands, and consumers perceive them as unique. Usually their positioning is based on high quality and added value. Marketing communications strongly influence the building and maintaining of successful brands.
For this Shared Activity, you will analyse the key traits of a successful brand of your choice. You will focus on brand 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 from The Journal of Advertising.
Reflect on the key concepts of branding, brand equity and marketing communications addressed in these 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 in the lecture notes and the course readings.
Consider the dimensions of consumer brand equity outlined in the course readings as they relate to your 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 critically commenting on the main components of brand equity.
Analyse how marketing communications influence brand equity. Provide examples related to your selected 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 of branding, private labels, the role of marketing communications on product positioning and repositioning, brand extensions).
Nov 09 2017 Read more Less More
Find the three equations of state of the "simple ideal gas" (equation 3.34). Show that these equations of state satisfy the Euler relation.
Jun 09 2020The leading brand of dishwasher detergent has a 30% market share. A sample of 25 dishwasher detergent customers was taken. What is the probability that 10 or fewer custom...
Jun 19 2020Kali is a dot-com entrepreneur who has established a Web site at which people can design and buy aring. Kali pays $600 a month for a Web server and Internet connection. T...
Apr 29 2020Explain factors related to health insurance, including sources, plans and providers, terminology, and policy and option selection.
Nov 28 2017Pharout Company uses a standard cost system. Job 822 is for the na mufacturing of 500 units of the product P521. The company's standards for one unit of product P521 are ...
May 10 20185–C. Part 1. Capital Projects Fund Transactions The voters of the City of Monroe approved the issuance of tax-supported bonds in the face amount of $4,000,000 for the co...
Feb 11 2020The risk-free rate on T-bills recently was 1.23%. If the real rate if interest is estimated to be 0.80%, what was the expected level of inflation? E6-2. The yields for Tr...
May 01 2020Two identical linkage and hydraulic cylinder systems control the position of the forks of a fork lift truck. The load is supported by the one system shown is 1500 lb.Know...
Jul 03 2020Cookie Monster Inc. is a company that specializes in the development of software that tracks Web browsing history of individuals. A sample of browser histories is provide...
May 07 2020On January 1, 20X4, Plimsol Company acquired 100 percent ofShipping Corporation's voting shares, at underlying book value.Plimsol uses the cost method in accounting f...
Mar 20 2020
Welcome to MyCourseHelp Services, World's leading Academic solutions provider with Millions of Happy Students.
