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Assignment Content
This assignment emphasizes how companies communicate their value proposition to customers through different communications platforms and initiatives to strengthen their brand image and brand equity. It will also help you to review the different elements that can affect branding, such as environmental forces, especially the competitive and technological forces.
Select one of the following companies or brands that have become well known in their industry or niche: Netflix, Google, Kleenex, Q-tips, Coca-Cola, Honda, Disney, McDonald’s, Verizon, or another well-known brand you like.
Research the strategic function of branding, in general, and for your selected brands using the University Library, applicable course readings, and Internet.
Write a 700- to 1,050-word paper in which you address the following points:The company’s desired outcomes of its marketing communications program
How these brands have remained strong and viable over the long term regarding the concepts of brand image and brand equity
The role brand image plays in the advertising of a particular company’s product or service
How this image compares to a competitor’s image in the same industry
Does your chosen company use strategic planning? How did you determine this? Are there recommendations you might make as marketing director for this company?
Cite at least two references other than the course readings.
Format your paper according to appropriate course-level APA guidelines.
Submit your assignment.
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