A clear recommendation on Slate’s branding of the new product that they intend to launch, and include your rationale (
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A one-page executive summary that highlights the most important findings of your analysis.
A clear recommendation on Slate’s branding of the new product that they intend to launch, and include your rationale (at the end of the paper).
A one-page table in an appendix at the end of the paper that compares the eight brand elements for the two brands.
eight to nine-page report (four pages on each company under its own heading, and each brand element discussed and supported separately under its own subheading) that addresses the following branding elements:
brand personality
brand image
brand identity
brand differentiation
brand positioning
brand communication
brand loyalty
brand equity (including financial equity)
As you examine these branding elements, your report should also answer the following questions:
How strong are the companies’ brands in the market?
What are the factors contributing to their strengths and weaknesses?
How are these two brands competing against each other? How strong is their global performance?
How do consumers perceive their brands?
Are there any sub-brands? Are there any brand extensions?
Support your work with course readings, scholarly sources, and
reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo!
Finance, Barrons.com, Morningstar.com, Money, Forbes, Fortune, the Financial Times, Statista, the Wall Street Journal, and Harvard Business Review
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