Market segments and brand quality

Question:

Your assignment should contain a cover page, an
abstract page, and a reference page (in addition to the body). The body of the
paper should be 4–5 pages in length, starting with a brief 1-paragraph
introduction and ending with a short conclusion.

The entire submission will be 7–8 pages in length.

Brand building is a crucial exercise that often takes years
to accomplish. The benefit of brand equity is realized in the bottom line.

In this assignment, you will complete primary along with
secondary research.

PART 1: Primary Research and Text Application

Find a consumer who is extremely loyal to a brand-name
product. The person can be afamily member, friend, classmate, or other.
Probe him or her for information as to why that brand loyalty
exists.Discuss how the individual feels about competitive brands.

Analyze the interview using the brand equity and brand
positioning concepts.

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

PART 2: Secondary Research in the Databases

Next, research the brand using its Web site and articles from
the library’s full-text databases to address how the brand does the following:

• Identifies market
  segments and targets
• Developed its brand
  equity over time
• Positions itself in
  the market

Attachments:

Marketing-2.doc