Purchase Solution

Discussion of the importance of brand and celebrity endorsement

Not what you're looking for?

Ask Custom Question

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

Purchase this Solution
Solution Summary

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

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 ...

Purchase this Solution
Free BrainMass Quizzes
Change and Resistance within Organizations

This quiz intended to help students understand change and resistance in organizations

MS Word 2010-Tricky Features

These questions are based on features of the previous word versions that were easy to figure out, but now seem more hidden to me.

Motivation

This tests some key elements of major motivation theories.

Understanding Management

This quiz will help you understand the dimensions of employee diversity as well as how to manage a culturally diverse workforce.

Managing the Older Worker

This quiz will let you know some of the basics of dealing with older workers. This is increasingly important for managers and human resource workers as many countries are facing an increase in older people in the workforce

View More Free Quizzes
Related BrainMass Solutions

  • Market Research Industry

    The degree of similarity between the brand image of the product and the image of the celebrity endorser should be analyzed in order to get maximum benefit of the endorsement.

  • Celebrity Endorsement

    316436 Is celebrity endorsement worth the investment and potential risk associated? Is celebrity endorsement worth the investment and potential risk associated?

  • Selecting a capital project for Wal-Mart

    Wal-mart is faltering in this arena and I thought a big name might help their clothing line. What could be some of the risks and costs involved with this type of celebrity endorsement?

  • Designing an ad for a (choose one): car, laptop, health clinic

    Brand endorsement is the most effective method of popularizing the product as it enhances the image and identity of the brand. People often try to copy their favorite celebrity style along with the things they do.

  • The readings above discussed brand and brand personality

    The halo effect: The pros and cons of celeb endorsement. Retrieved February 7, 2012, from http://www.independent.co.uk/student/magazines/the-halo-effect-the-pros-and-cons-of-celeb-endorsement-409773.html Johnson, R. (2011).

  • Pros and Cons of Using Celebrities in Marketing Campaigns

    entourage--and also the risk of the endorsement not being credible; celebrity overexposure and bad press can both undermine perceived authenticity of message.

  • Marketing: Celebrity branding for NIKE

    This market research describes about the brand evolution of Nike. Target market of Nike has evolved from primarily male target market to women and kids also. There is a discussion of innovation, social marketing and transition of Nike.

  • independent variable or dependent variable?

    - Michael is interested in learning the effects of using celebrity endorsement on sales. What type of variable is a celebrity endorsement? - In an experiment, this variable is expected to be affected by the manipulation.

  • What does the brand mean in today's market? What celebrities endorse your brand?

    "Apropos to this context, the topic 'Impact of celebrity endorsement on overall brand', is a significant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years.

View More Related Solutions