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    Discussion of the importance of brand and celebrity endorsement

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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.

    Brand T-Mobile Phones
    Famous person Katherine Zetta Jones

    PART 1: Research Background

    Research the selected brand using both its Web site and articles in the library's full-text databases, and address the following:

    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.

    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 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?
    This section of the paper should be at least 2 pages in length.

    All research should be cited in the body of the paper. APA format. Please include references information

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    Solution Preview

    What does the brand mean in today's market?

    T Mobile is respected as one of the innovators of the cell phone. From its beginning as a product of the merger of General Cellular and Pacific Northwest Cellular, it has proven to be a fast growing, attractive company for investors and consumers. The merger with Duetsche Telekom AG in 2001 meant it gained a worldwide market.

    T mobile continues to be one of the top cellular phone brands, attracting the notice of AT&T, which will be merging with the T Mobile brand. Their innovations of the first Blackberry email solutions, offering of AOL messenger, email, games, web surfing has often led the market. They also work well with the fashion industry offering color choices that appeal to consumers and also to the fashion industry leaders who design for them.
    (http://www.tmobile.com/Company/CompanyInfo.aspx?tp=Abt_Tab_CompanyOverview&tsp=Abt_Sub_History) (http://www.t-mobile.com/Company/CompanyInfo.aspx?tp=Abt_Tab_CompanyOverview)

    How has it evolved over time?

    T Mobile started as VoiceStream Wireless a regional company. They expanded into the Southwest and then were bought by Duetsche Telekom and became T Mobile. The company made its name as first an innovator of cell phone improvements such as email, games, ringtones, messenger, and web surfing. It also focused on fashionable colors and designs that ...

    Solution Summary

    This solution provides a detailed discussion of the given marketing questions.