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Graduate Busines: Marketing 640 : Overview

Kristin Houser


Brand Analysis (individual paper, 8-10 pages, draft due 2/25 and final paper due 4/29/15)

Each year the brand consulting firm Interbrand conducts a proprietary evaluation process to determine what brands are the 100 most valuable globally.


From this list you will select a brand to analyze.  The expectation is that your analysis will be based on fairly extensive research on the brand, utilizing not just information from Interbrand, but also from all business, industry, and academic press available, as well as any personal knowledge you might have about the brand. Wikipedia and company websites are not preferred sources of data.  You should think analytically about what makes a brand strong, again, referencing literature on branding.  You should become the expert on the brand.  Identify marketing actions that have led the brand to be strong, branding elements (think about all the tools marketers have at their disposal to create a brand image), environmental conditions having an impact on the brand, whether there are additional marketing actions could/should be taken to support and grow the brand, what issues there might be for the brand lurking on the horizon, what the brand’s competitors are doing, etc.  There are numerous other analytical questions that can be addressed.

Marketing Plan Paper (10-12 pages, due5/6/15)

Please address the following:  environmental analysis, evidence of need for product, market segmentation, target market selection, positioning statement/strategy, product strategy, pricing, distribution, and marketing communication strategy.  You do not need to address implementation and control issues.  Those will be addressed via an in-class exercise after the plan presentations.

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