marketing paper- UNIT 1 ESSAY

Unit I Essay

Using the CSU Online Library, research your favorite brand with respect to its effectiveness in new product marketing. Use the most current Interbrand rating of brands as a reference (see Figure 1-5 of your course textbook).

1. Describe the target market that your brand is hoping to reach. What is the positioning strategy of this particular brand?

2. Examine the brand's overall effectiveness in reaching its target market with both new products and existing products.

3. Identify the challenges and opportunities associated with this brand.

4. Recommend strategies that this particular brand should take in the next 10 years in order to maintain and/or increase their effectiveness.

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use you course textbook, the Interbrand website, and at minimum one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

 Keller, K. L. (2014). Strategic brand management: Building, measuring, and managing brand equity. (4th ed.). Upper Saddle River, NJ: Prentice Hall.

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