Each year the consulting firm Interbrand conducts a proprietary evaluation process to determine what brands are the 100 most valuable globally.
Each pair of students will select a different brand to analyze. This will happen in our first live class meeting. 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. You should think analytically about what makes a brand strong, again, referencing the literature on branding. The expectation is that you will reference literature on branding in your paper and presentation….there’s a lot out there! You should identify the marketing actions that have led the brand to be strong, branding elements, the environmental conditions having an impact on the brand, whether or not there are additional marketing actions that could/should be done to support the brand, what issues there might 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. The presentation should be a summary of the key findings addressed in the paper, and no more than 15 minutes in length. The paper should be 8-10 pages, with appropriate citations and references.
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