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).
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