Select an article/brand story of interest and write up a one-page (single-spaced) explanation of its relevance to brand management and specific concepts covered in the course.
Your task for this assignment is to find evidence of branding decisions making the news. Specifically look for crucial decisions facing firms in a fast-paced and competitive market.
Your sources of information may include print and online newspapers and periodicals (e.g. Seattle Times, New Your Times, Wired, etc.). Creditable sources only, please. Brands are everywhere.
Select an article/brand story of interest and write up a one-page (single-spaced) explanation of its relevance to brand management and specific concepts covered in the course. I will be looking for specific topics from the course and it’s relationship to the topic you’ve selected to write about. To do that, I have attached a google link to the two books, for the brand management one, scan chapter 1, through 4 and chapter 3 & 4 of the other book.
These below questions might help you identify an article and help you with writing the paper.
- What could the brand have learned from the incident?
- What could they have done differently?
- If you feel they were absolutely spot on (correct in their approach), please advise why. Again, relate specific course content to align with your position.
These are the links to the books:
-David A. Aaker, Aaker on Branding(2014), Morgan James. https://books.google.com/books?id=tpW22FvYvn8C&pri…
-David A. Aaker, Creating Signature Stories (2018), https://books.google.com/books?id=z5JDDwAAQBAJ&pri…
Please let me know if you have any questions!