Reference no: EM133017279

You will be creating and making entries in your Brand Management Journal beginning in Units #2 through Unit #7. The objective of this exercise is to appreciate the importance and value of a brand to the organization and all its stakeholders from the perspective of the marketing manager.
Begin by:

-Responding to the feedback from the previous Unit's exercise.

-Comparing and contrasting brand elements & brand positioning.

1. You will select two different brands in the same product category marketed to the individual consumer. The brands could be a tangible good, (e.g. razor blades, soft drinks, computers etc.) or a service (e.g. insurance, banks etc.). No alcohol or tobacco products please. PLEASEDO NOT USE ANY CONAGRA BRANDS.

2. Make sure the brands are comparably similar. For example, if we were going to use the automobile market as a category, you can compare Ford to General Motors (both automobile manufacturers). You can compare a Jaguar to a Lexus (both luxury automobile brands). You would not compare Advil to Tylenol for children (two different products & markets). Advil could be compared to Aleve. Both are adult pain relievers.

3. Base your analysis on the following - identify the customer, brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.

4. Identify which brand you feel is more effective and support the reasons for your decision based on branding principles.