baber makayla module 2 case 2

Assignment Overview

The discussion of product management and branding may best be illustrated by comparing an iconic brand Apple, and another successful brand Philips.

Required Reading

Brand repositioning and communications A Philips case study. (n.d.). Retrieved from http://businesscasestudies.co.uk/philips/brand-repositioning-and-communications/research.html#axzz2vnpaANaW

Apple’s branding strategy. (n.d.). Retrieved from http://www.marketingminds.com.au/apple_branding_strategy.html

Check out the following websites for information about each company and their products and services.

Company profile. (n.d.). Retrieved from http://www.usa.philips.com/about/company/index.page

Apple info. (n.d.). Retrieved from http://www.apple.com/about/

Review this article on brand personality:

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-72.

How do consumers relate to this brand?

1. Do they feel loyal?
2. What emotions are involved?

Case Assignment

Look at the two branding cases above: Philips and Apple, as well as the brand personality article. Supplemented with any other articles relevant to these two brands, address the following issues:

1. Briefly describe the branding and positioning strategies of Apple and Philips. Do they build brand loyalty? If so, what emotions are involved?
2. How would you describe the brand personalities of Apple and Philips? Explain why you believe the personality represents each brand.
3. What are the similarities between the two branding efforts? What are the differences?
4. If you are a brand manager, what can you learn from these two cases?

Assignment Expectations Regarding Your References and Defense of Your Positions

Write clearly, simply and logically. Your paper should be 750-1500 words long, excluding title pages and references; however, quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.

A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Branding and Positioning Strategy” instead of a sentence or a question.

Back up your positions or opinions with references to the required reading found in the Background and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

1. The “why” is more important than the “what.”
2. The defense of your positions on the issues is more important than the positions you take.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should not be more than a few words.

When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

Here are some guidelines on how to conduct information search and build critical thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from
http://owl.english.purdue.edu/owl/resource/659/03/