Discuss the business’s strengths and weaknesses in the branding factors

Discuss the business’s strengths and weaknesses in the branding factors

Brand Assessment & Shopping Research Paper

Submit a summary of your research compared to your experience in physically visiting and shopping in a retail business. Discuss the business’s strengths and weaknesses in the branding factors you have learned in this course-to-date (class lectures and reading through Chapter 7) vis-à-vis what you see, feel, and experience in the business. Summarize the brand’s strengths and weaknesses, along with how you would improve the business’s branding and customer experience. This paper should be 7 (double-spaced, stapled). Please include a cover/title page and, if relevant, a research sources citations’ page—both of which do not count in the required page total.

Here are some notes from Chapter 7

To describe the process more formally, here are three important factors in predicting the extent of leverage from linking the brand to another entity:

1. Awareness and knowledge of the entity: If consumers have no awareness or knowledge of the secondary entity, then obviously there is nothing they can transfer from it. Ideally, consumers would be aware of the entity; hold some strong, favorable, and perhaps even unique associations about it; and have positive judgments and feelings about it.

2. Meaningfulness of the knowledge of the entity: Given that the entity evokes some positive associations, judgments, or feelings, is this knowledge relevant and meaningful for the brand? The meaningfulness may vary depending on the brand and product context. Some associations, judgments, or feelings may seem relevant to and valuable for the brand, whereas others may seem to consumers to have little connection.

3. Transferability of the knowledge of the entity: Assuming that some potentially useful and meaningful associations, judgments, or feelings exist regarding the entity and could possibly transfer to

Co-branding—also called brand bundling or brand alliances—occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion the brand, how strongly will this knowledge actually become linked to the brand?

A commonality leveraging strategy makes sense when consumers

have associations to another entity that are congruent with desired brand associations

Co-branding—also called brand bundling or brand alliances—occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion.

A special case of co-branding is ingredient branding, which creates brand equity for materials, components, or parts that are necessarily contained within other branded products

Licensing creates contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands to market their own brands for some fixed fee.

Corporate trademark licensing is the licensing of company names, logos, or brands for use on various, often unrelated products.

The book is “Strategic Brand Management”, 4th Edition, Kevin L. Keller, Pearson

pdf:https://tranbaothanh.files.wordpress.com/2016/09/strategic-brand-management-4th-edition.pdf

 

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Discuss the business’s strengths and weaknesses in the branding factors

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