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Building a brand is crucial exercise that often takes years or decades to accomplish

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Building a brand is crucial exercise that often takes years or decades to accomplish. The benefit of brand equity is realized in the bottom line. You researched brand equity from a consumer standpoint. For this assignment, you will select a big nationally or internationally known brand that has advertisements that feature a famous person or persons.

What does the brand mean in today's market?
How has it evolved over time?
What is the target market(s) for the brand? Has that changed from the past?
How is the competition positioned?

This section of the assignment requires the use of articles from the library's full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier.


Marketing is not all serious research involving scholarly, statistical, and practitioner resources; it is also about trends, buzz, and pop culture of the day. Actors, models, musicians, athletes, and reality stars of the moment are hounded by the press. Their lives unfold in the media, and many are seen wearing, carrying, eating, or driving a particular brand. For this section, you may research the following in any media outlet:

What celebrities endorse your brand? Why are they a good fit? To what target market do they connect?
What other famous characters could be connected to your brand? Explain why.
What about the competition? What kind of endorsers do they use?


1. The brand in today's market. Introduce the concept and list references.

2. The brand's evolution
Introduce the concept and list references.

3. The brand's target market: today and yesterday
Introduce the concept and list references.

4. Positioning of competitors
Introduce the concept and list references.

5. The celebrity face of the brand: the fit and the target
Introduce the concept and list references.

6. Other possible endorsers for the brand
Introduce the concept and list references

7. The competitors' endorsers
Introduce the concept and list references.

8. Some it up overall view.

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1. The brand in today's market.

There are many different philosophies as to the motivation behind the brand. To a consumer brand reflects a corporate image that is often derived from cultural differences and influences. To a company however, a brand is an establishment of competitive advantage that also facilitates and represents a way of life or a chosen path that illustrates customs of popularized society. For example, the new 7Up commercial featuring CeeLo Greene, utilized a segment of pop culture that combines the origins of hip hop with soul and R&B that vocalizes the importance of being oneself while sipping on a refreshing beverage. Some organizations build their brand messaging strategies based off of the simplest messages; in the case of 7Up the message is to be original which relays the message that 7Up itself is "original" in comparison to the competition. "According to the American Marketing Association (AMA), a brand is a 'name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition (Keller, 2008)." Today's brand is measured by the amount of consumers that actually view a company's message. Several years ago, brand messaging was limited to billboards, television and radio ads, print publications, etc. Currently, brand messaging removed the limitations through social media and viral media streaming. Brand messages can infiltrate a consumer's daily life like never before. For example, have you ever missed an episode of your favorite television show such as; Desperate Housewives or Person of Interest? If so, a person can review the aforementioned shows online on ABC's website or the CBS website the day after or several hours after it aired originally. In order to review those shows you must be willing to review the sponsors brand message. The privilege of catching up on episodes you may have missed during the week is costly for the reason that you will have to watch a commercial online and may be compelled to purchase a product, which is an innovative technique from the organization relaying their message.

2. The brand's evolution

There are two types of branding; (1) Cause branding (CB), and (2) Viable branding (VB). Cause branding according to M.V. Rama Prasad (2011) is a strategy that conjoins a brands core values for the sole purpose of igniting a consumer's passion through awareness for the sake of societal needs and expectations. In ...

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