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    Channels and Communication

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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. In the U2 IP, you researched Brand Equity from a consumer standpoint. For this assignment you will select a big nationally or internationally-known brand that features advertising using a famous person or persons.

    PART 1: Research Background
    Product: Hanes Mens Underware
    Famous Person: Michael Jordan

    Research the selected brand using both its website and articles in the library's full-text databases.
    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. (This section of the paper should be at least two pages in length.)

    PART 2: Application

    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 starts of the moment are hounded by the paparazzi. Their "lives" unfold in the media and many are seen wearing, carrying, eating, or driving a particular brand. For this section you may research in any media.
    What celebrities who endorse your brand? Why are they a good fit? And 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 to they use?

    (This section of the paper should be at least two pages in length.)

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    Solution Preview

    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. In the U2 IP, you researched Brand Equity from a consumer standpoint. For this assignment you will select a big nationally or internationally-known brand that features advertising using a famous person or persons.

    PART 1: Research Background
    Product: Hanes Men's Underwear
    Famous Person: Michael Jordan

    Research the selected brand using both its website and articles in the library's full-text databases.
    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. (This section of the paper should be at least two pages in length.)
    The brand Hanes Men's Underwear means it is the no.1 preferred brand by 26 percent of consumers for men's underwear. This is according to Retailing Today (Retailing Today magazine's "Top Brands Study" conducted by Leo J. Shapiro & Associates). In other words it is the most preferred brand in the market. Hanes Men's Underwear is moderately priced. In other words it commands a perception of good value for money. Hanes Men's Underwear was introduced in 1901.
    The brand has evolved over a period of time. The stress during 1920 was on comfort. during the 1930s Hanes Men's Underwear was sold with a Y-shaped front and overlapping fly. During the world war II buttons were used because of rubber and metal shortages. During the 1950s and 1960s Hanes Men's Underwear became a fashion statement. Strong patterns were printed on Hanes Men's Underwear. In 1970s and 1980's Hanes Men's Underwear evolved into a statement about sex.
    The advertising during 1970s was Gentlemen prefer Hanes. This changed to the 1990 statement, " The lady prefers Hanes". The focus of Hanes Men's Underwear changed in 1990 sot "Just wait'll we get our Hanes on you"
    Michael Jordan appeared during the Hanes "Go Tagless" T-shirt ads in 2000s. In 2005 "Look who we've got our Hanes on now" also featured Michael Jordan. In 2006 the advertising ...

    Solution Summary

    Channels and Communication is discussed in great detail in this solution.

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