Writing as a marketing consultant for Fox Marketing Consulting, develop a no more than 4 page analysis (excluding references and appendices) of the current brand image of a product, service, or retailer.
As part of the research, “listen in” to what experts and consumers say about the brand in blogs, twitter, instagram and other review sites. Cite at least three sources of information (other than the company website and Wikipedia), and attach a list of references in APA format.
Use the information to develop at least two different brand perceptual maps, with a focus on comparing the intangible and brand personality aspects of the brand with (4 to 5) key competitors. Please note the dimensions chosen should be based on the characteristics CONSUMERS have chosen to focus upon; in other words, don’t use clearly measurable aspects (e.g.m price). Discuss the maps in the paper.
Conclude with broad implications and three clear recommendations for the brand. Recommendations are important and should be very carefully thought through. Recommendations could relate to how the brands are doing on social media and what are the things they could work on, how the brands are doing in the stores, the brand image of the brand etc.
0 comments