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Research your favorite brand with respect to its effectiveness in new product marketing. Use the most current Interbrand rating of brands as a reference (see Figure 1-5 of your course textbook).
1. Describe the target market that your brand is hoping to reach. What is the positioning strategy of this particular brand?
2. Examine the brand's overall effectiveness in reaching its target market with both new products and existing products.
3. Identify the challenges and opportunities associated with this brand.
4. Recommend strategies that this particular brand should take in the next 10 years in order to maintain and/or increase their effectiveness.
Course Textbook - Keller, K.L. (2014). Strategic brand management: Building, measuring, and managing brand equity, (4th ed.). Upper Saddle River, NJ: Prentice Hall.
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