Think about a brand that having a relationship with

Think about a brand that having a relationship with

Think about a brand that you have a relationship with. In a 3-5 page double spaced 12 font paper with 1 inch margins. Give a brief summary of the brand and its history (no longer than a paragraph) then answer the following questions in essay format.

1) Are you the target market of this brand? Explain who the target market is and why this would be the best market for the brand.

2) Talk about the relationship you have with the brand. Do you think that a strongly committed relationship is a good thing for a brand? Why or why not?

3) Has this brand gone through any type of transformation? Has it had to reinvent itself for a different generation or different retail experience (ex. Online vs. instore?)

4) What hurdles does this brand face from a societal perspective? (changing tastes, laws, preferences?)

5) Discuss the brands strategy, brand identity, and brand positioning.

6) Why has this brand been powerful? What mediums has it used to gain this power?

7) Is this brand valuable to its company? What role does it play in the company’s portfolio of brands? If the company only has one brand discuss brand extensions and whether or not they have been or could be successful.

Grading Rubric

The grade on this paper will be evaluated considering the following measures:

How well does the paper incorporate class concepts and class discussions? 25%

How sound is the logic or argument? How strong is the analysis of the questions? 10%

Is the paper written in proper format, with clear language strong grammar and proper sourcing? 15%

Discussion on branding, brand identity and brand positioning 15%

Discussion on brand value to its company and understanding of brand role. 15%

Understanding of brand target, brand relationship and brand hurdles. 20%

 

Answer  preview

Pepsi, as a brand, is one of the popular soft drinks around the world. Pepsi brand has been accepted by many people, which means that its market is stable. The producer of Pepsi is PepsiCo, which operates at the global level as a food and beverage company. Pepsi exists in the market since 1893 when it first got introduced into the market as Brad’s Drink. Five years later, people believed that Brad’s Drink could aid in treating indigestion. As a result, the brand name changed to Pepsi-Cola. In 1961, the brand got another name by shortening its previous name to Pepsi (Halder, 2019). Today, the Pepsi brand has gone through many transformations in order to satisfy its customers.

 

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