Brand Auditing Project

MBA 640 PROJECT 2
Professor Feedback:
please adjust the paper as instructed You are missing the comparison chart. Also, please stick to the page limit when submitting your final version.
Since you did not participate in the DQ and it was required, I am going to allow you to not get an NP by writing a 5-page paper summarizing the discussion.
Dr. Martin
Christina,
10/27/21
You have not been active in the DQ area for this project.
Thanks for submitting the resources that you have collected thus far and the other MS for review.  I assume you are still planning on submitting the final paper for review.  I am not sure why you uploaded the discussion work to Project 2 area.  It should be in the DQ area of the class.
The ES should be one page when submitting the final paper.
Be sure that all references are in APA formatting when submitting the final paper.
Please have resources in each section (Brand Communication) and be sure that you have more than two sentences for a paragraph.
I wanted to provide you with some hints for project 2.

  • As you started on Project 2, I wanted to remind you that you must be active in the post.  You need to post by Sunday night and you will need to keep posting while working on the paper.  PLEASE do not forget to post.
  • Do not forget about the executive summary.  Keep in mind it is not an introduction of the paper, but rather a summary that oftentimes is the only section read by an executive.  It is essential to get to the point and keep it to one page.
  • Do not forget to submit a one-page table in an appendix paper that compares the brand elements for the two brands.  You can refer to this table within the paper.  Some students find it easier to work on the table first and then write the paper.
  • Support your work with course readings, scholarly sources, and reliable no scholarly sources.  All sources have to be cited using APA formatting, both within the text and in the reference list.  Please review the following resource to assist you with the APA guidelines.  You should not have live/blue links in the reference section according to the APA guidelines. https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html
  • The page requirement is important.  You are to write four pages for each company.  Be sure to address each of the branding elements.  Often students use the branding elements as headings within their papers.  You will also need to answer the following questions about each brand.
  1. How strong are the companies’ brands in the market?
  2. What are the factors contributing to their strengths and weaknesses?
  3. How are these two brands competing against each other? How strong is their global performance?
  4. How do consumers perceive their brands?
  5. Are there any sub-brands? Are there any brand extensions?
    • Needed 5 page paper on the following:

required Readings

Ferrara, M. H. (2013). Handbook of global marketing. Gale.

  1. Building an international brand
  2. Managing a brand across multiple markets
  3. Global brand success stories

To carry out this assignment, you need to understand Slate’s competitors’ brand strategies, their consumers, how to acquire market knowledge through primary and secondary research, and how to use that knowledge to build and support a brand.
To start your research, visit the websites of Slate’s two biggest competitors and review both scholarly and reliable nonscholarly sources to explore their branding decisions. Your research of the two companies should focus on the branding elements discussed in the previous step.
Consult a minimum of three scholarly sources and twelve reliable nonscholarly sources (15 total). Make sure that you use reliable, nonscholarly sources such as ReutersBloombergYahoo! FinanceStatistaBarrons.comMorningstar.comMoneyForbesFortuneFinancial TimesThe Wall Street Journal, and Harvard Business Review, as well as the UMGC Library databases such as Hoover’sIBIS World, and ABI/INFORM.
In addition, explore the following branding websites for relevant content:

  • www.adage.com
  • www.adweek.com
  • www.brandchannel.com
  • www.ama.org
  • www.cmo.com
  • www.marketingprofs.com

Step 1: Review Slate Case File
INBOX: 1 New Message
Subject: Thinking about the consumer and branding
From: Jillian Best, CEO, MCS
To: You
Attachments:
Slate Case File
Good Morning,
I have attached the Slate case file to this email. It provides additional details you will need to inform your work with Carlos Chance, their head of branding.
Branding is a very important element of marketing. As you work on this project, it is imperative that you stay focused on the consumer. Remember that a company’s customers do not buy features; they buy benefits, both tangible and intangible. It is also critical to understand customers and how the brand influences their buying decisions.
Best wishes,
Jillian
Step 2:

Step 2: Review the Branding Elements

Through correspondences with Carlos about his expectations for the brand analysis report, the focus of your analysis starts to become clear:

INBOX: 1 New Message

Subject: Focus of Brand Analysis
From: Carlos Chance, Head of Branding, Slate, Inc.
To: You
Hello,
Primarily, we want you to examine the branding strategies  of our competitors. This report will function as a brand audit that allows us to examine our competitors’ strengths, weaknesses, customer expectations, and our own relative position in the market.
These details form the basis of the main branding elements. I met with our CEO, Shanice Watts, and she wanted me to emphasize the following eight categories we would like you to analyze in your report about our two biggest competitors:

  1. brand personality
  2. brand image
  3. brand identity
  4. brand differentiation
  5. brand positioning
  6. brand communication
  7. brand loyalty
  8. brand equity (including financial equity)

Slate’s executive teams are really looking forward to your report. Thanks for helping us with this.
Best,
Carlos
When you have finished reading about the branding elements, proceed to the next step, where you will begin your research on Slate’s competitors.
Step 3:

Step 3: Research Slate’s Competitors

Required Readings

Ferrara, M. H. (2013). Handbook of global marketing. Gale.

  1. Building an international brand
  2. Managing a brand across multiple markets
  3. Global brand success stories

To carry out this assignment, you need to understand Slate’s competitors’ brand strategies, their consumers, how to acquire market knowledge through primary and secondary research, and how to use that knowledge to build and support a brand.
To start your research, visit the websites of Slate’s two biggest competitors and review both scholarly and reliable no scholarly sources to explore their branding decisions. Your research of the two companies should focus on the branding elements discussed in the previous step.
Consult a minimum of three scholarly sources and twelve reliable nonscholarly sources (15 total). Make sure that you use reliable, nonscholarly sources such as ReutersBloombergYahoo! FinanceStatistaBarrons.comMorningstar.comMoneyForbesFortuneFinancial TimesThe Wall Street Journal, and Harvard Business Review, as well as the UMGC Library databases such as Hoover’sIBIS World, and ABI/INFORM.
In addition, explore the following branding websites for relevant content:

  • www.adage.com
  • www.adweek.com
  • www.brandchannel.com
  • www.ama.org
  • www.cmo.com
  • www.marketingprofs.com

Then proceed to the next step, where you will discuss branding strategy.

Step 4: Discuss Competitors’ Branding Strategies

Importance of Branding

As you are researching Slate’s competitors, Carlos asks you to participate in a meeting on the importance of branding with his team.
Review the meeting details, then go to the discussion area and begin by posting your main response to Carlos’s questions. Support your arguments with at least one source from the course readings, and three reliable nonscholarly sources derived from your own research. Then respond to at least two postings in the discussion group. Complete all discussion posts and responses by the end of Week 3 at the latest.
Review the MBA Discussion Guidelines for instructions on participation in discussions.
In the next step, you will respond to your boss’s request for a vetted list of references you are using to support your report.
Step 5:

Step 5: Present Your Research Results

When you are just about finished with your research, MCS CEO, Jillian Best, decides to check in on your progress. She emails you requesting that you provide a list of the sources you are using for analysis:

INBOX: 1 New Message

Subject: Sources for Slate Project
From: Jillian Best, CEO, MCS
To: You
I know that you’re deep into your analysis of the Slate, Inc. case, but I wanted to preview your work and check in on the  sources of information you are using to develop your report. Slate has asked to examine the sources of secondary research that we are using in our report to ensure their quality and originality. Accordingly, I want you to share the list of references you have been using to research Slate’s competitors.
Deliverable: Provide a reference list derived from your research that has a minimum of three scholarly and 12 reliable, nonscholarly sources (15 in all).
I suggest using reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com, MoneyForbesFortune, Financial TimesStatistaThe Wall Street Journal, and Harvard Business Review, as well as UMGC Library databases, such as Hoover’s, IBIS World, and ABI-Inform.
All sources should be referenced using APA formatting.
Thanks for your hard work,
Jillian
Submit your reference list to the dropbox located in the final step of this project. Then proceed to the next step, where you will write your brand analysis report.
Step 6:

Step 6: Submit Your Brand Analysis Report

Required Readings

Chapters 7 and 16

Lancaster, G., & Massingham, L. (2018). Essentials of marketing management (2nd ed.). Routledge.
Deliverable: Based on your research of the two companies’ brands, write an eight to nine-page report (four pages on each company under its own heading, and each brand element discussed and supported separately under its own subheading) that addresses the following branding elements:

  1. brand personality
  2. brand image
  3. brand identity
  4. brand differentiation
  5. brand positioning
  6. brand communication
  7. brand loyalty
  8. brand equity (including financial equity)

As you examine these branding elements, your report should also answer the following questions:

  1. How strong are the companies’ brands in the market?
  2. What are the factors contributing to their strengths and weaknesses?
  3. How are these two brands competing against each other? How strong is their global performance?
  4. How do consumers perceive their brands?
  5. Are there any sub-brands? Are there any brand extensions?

Support your work with course readings, scholarly sources, and reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com, MoneyForbesFortune, the Financial TimesStatista, the Wall Street Journal, and Harvard Business Review, as well as UMGC Library databases, such as Hoover’s, IBIS World, and ABI-Inform. All sources have to be cited using APA formatting, both within the text and in the reference list.
Your report to Carlos should be 11-12 pages, excluding cover page, the reference list, and appendices. Any graphs, tables, and figures should be included as appendices. Your report should have one-inch margins and be double spaced in 12-point Times New Roman font. The report should be organized using headings and subheadings to improve its readability.
By midnight on Saturday of Week 4, submit your report to the dropbox in the final step of this project.
STEP 7:

Step 7: Complete Your Brand Analysis Report

Deliverable: Incorporate any revisions to your final Brand Analysis report.
Also, include the following:

  1. A one-page executive summary that highlights the most important findings of your analysis.
  2. A clear recommendation on Slate’s branding of the new product that they intend to launch, and include your rationale (at the end of the paper).
  3. A one-page table in an appendix at the end of the paper that compares the eight brand elements for the two brands.

Your final report to Carlos should be 11-13 pages, excluding cover page, executive summary, the reference list, and appendices. Any graphs, tables, and figures should be included as appendices. Your report should have one-inch margins and be double spaced in 12-point Times New Roman font. The report should be organized using headings and subheadings to improve its readability.
Submit your final report to the dropbox in the final step of this project.