This is a research exercise designed to show how the

Question

Topic: Nike vs Adidas

Research Paper - Exercise in Brand Strategy

This is a research exercise designed to show how the principles of brand management are used to develop more effective marketing plans and programs.

The objective of this exercise is to appreciate the importance and value of a brand to the organization and all its stakeholders from the perspective of the marketing manager. It is recommended that you get data for your report from the library, current business periodicals, the internet, and other secondary sources.

1. Each student will select two different brands in the same product category marketed to theindividual consumer. The brands could be a tangible good, (e.g. razor blades, soft drinks, computers etc.) or a service (e.g. insurance, banks etc.). No alcohol or tobacco products please. Do not use pain relievers (analgesics) or automobiles.

2. Brand Selections - must be submitted and approved no later than Midnight Wednesday of Unit 2. No two students can choose the same brands.

3. Base your analysis on the following - brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.

4. Identify which brand you feel is more effective and support the reasons for your decision based on branding principles.

Deliverable

Written Report - each student will prepare a 4-5 page written analysis (plus separate cover ad reference pages). Use APA format; double-spaced; 12pt. New Times Roman font with one-inch margins. Considering this is a research paper, it is critical that you incorporate properly cited references to your external sources of credible supporting materials. You will automatically lose 20 points for non- referenced supporting material.

Answer 1

The assignment is all about writing a Research Paper on Exercise in Brand Strategy. The main aim of this exercise is to value the significance and value of a brand to the organization and all its stakeholders from the viewpoint of the marketing manager. This is suggested that you get data for your report from library, the internet, current business periodicals and other secondary resources. 1) Each and every student will choose two different brands in similar product category marketed to the individual consumer. The brands could be a tangible good or a service. No alcohol or tobacco products please. Don’t utilize pain relievers or automobiles. 2) Brand Selections - No two students can select the similar brands. 3) Base your assessment on the following - brand elements, brand equity, brand positioning, brand portfolio, segmentation, targeting and marketing mix. 4) Recognize which brand you feel is more efficient and support reasons for your decision based on branding principles.