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Consider the brands of a company that has a large brand portfolio and identify specific brands that function in three of the four roles that brands may play within that portfolio: high-end prestige brands, low-endentry levelbrands, cash cows and flankers.

MT1: Brand Strategy Discussion Topic 1: Consider the brands of a company that has a large brand portfolio and identify specific brands that function in three of the four roles that brands may play within that portfolio: high-end prestige brands, low-endentry levelbrands, cash cows and flankers. Do you believe the firm has done of good job of effectively creating brands to fit these roles? Explain. MT2: Product Characteristics Discussion Topic 2: Describe the product characteristics (i.e.,core benefit, basic product, expected product, and augmented product) of two offerings from the list below Choose one Goods-type offering and one Service-type offering. Please make your choice from offerings that have not yet been addressed by other students (post a placeholder to reserve two offerings while you work on your response): GOODS SERVICES · Starbuck’s coffee · Apple laptop · Tide detergent · Nike sneakers · Maytag washer · Nintendo Wii · Microsoft Windows · Rolex watch · Boeing aircraft · Pampers disposable diapers · New York Times newspaper · Southwest Airlines · Marriott hotels · Hertz Rent-a-car · Merry Maids · Plane Fitness work-out gyms · Monster.com job-finding service · UMUC Graduate School · Bank of America Investment services · New York Yankees · Toyota Automobile Service Centers · Hair Cuttery For each of the two offerings, describe how one or more aspects of their marketing strategy are based on its product characteristics. MT4: Product Packaging Discussion Topic 3: One element of the tangible product is packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it play a minor role. Discuss the potential role of packaging in innovation. Personal Application Discussion Topic 4: Experts have defined a brand as “a set of differentiating promises that link a product to its customers.” Applying this framework to your organization, What are your organization’s differentiating factors that set it apart from its competitors or other organizations? How does your organization communicate these factors to customers, employees and other stakeholders? If you were the CEO of your organization, how would you change these communications to make them more effective? Week 6 Readings Week 6 – Branding Required Readings Brand Management. (2015). Research Starters: Business (Online Edition), Measuring Brand Equity Prymon, M. (2016). Dynamic aspects of brand management.Economics, Management, and Financial Markets,11(1), 135-142.Retrieved from http://addletonacademicpublishers.com/economics-management-and-financial-markets Johar, G. V., Birk, M. M., & Einwiller, S. A. (2010). How to save your brand in the face of crisis.MIT Sloan Management Review,51(4), 57-64.Retrieved fromhttp://sloanreview.mit.edu/ Park, C. W., Eisingerich, A. B., & Pol, G. (2014). The power of a good logo.MIT Sloan Management Review,55(2), 10-12.Retrieved from http://sloanreview.mit.edu/ Recommended Readings Aaker, D. A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57. doi:10.1525/cmr.2012.54.2.43 Uggla, H. (2016). Leveraging luury brands: Prevailing trends and research challenges.IUP Journal of Brand Management,13(1), 34-41.Retrieved from http://www.iupindia.in/Brand_Management.asp

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