Branding in Business

Module 4 – Case


Assignment Overview

Brands and Loyalty

Few consumers are immune to the lure of brands. Understanding how brands affect individuals will allow us to apply this knowledge on a larger scale.

Case 4 Resources

The Importance of Branding in Business (2021)

Brand Loyalty 101: Turning Customers into a Lifelong Community (2021)

How The Right Content Can Generate Brand Loyalty: 15 Valuable Tips (2021)

11 Effective Ways to Turn Your Customers into Loyal Product Advocates (2021)

Why Branding Is Important in Marketing (2021)

What’s the Difference Between Marketing vs. Branding? And Why You Should Know (2020)

8 Ways to Build Brand Loyalty with Social Media (2020)

Case Assignment

Brands from a Consumer Perspective

Using the module’s readings and at least one article published in 2020 or 2021 from Trident Library’s Business Source Complete (EBSCO), a full-text database, research brands.

Brand Research

  • Identify one well-known brand and research why consumers are drawn to it. Describe a major competitor of the brand and compare the two brands in terms of positioning.
    • Are they positioned differently?
    • What are the points of differentiation? (1 page) Research Required.

Brand Message Analysis

How do the brands communicate with their target market? Analyzing the message strategies now and over time is an excellent exercise to understand how the brand remains successful.

Find an older and one recent commercial for each of the brands. Note: YouTube has numerous vintage and new commercials. New commercials may also be found on the brand’s website. How to cite and reference a YouTube video.

Describe the two commercials and include the video link.

What is the overall message of the brand? Explain in depth. (3/4 of a page for each brand)

Brand Application

Analyze the brand messages. Consider how the messages build brand loyalty. (1/2 page) Research Required.

No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.

Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.

This is a professional paper, not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.

Assignment Expectations

Use the attached APA-formatted template (MKT301 Case4) to create your submission.

  • The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.

Your submission will include:

  • Trident University International’s cover page
  • A paper with APA citations (2- to 3-sentence introduction, 3-page body, 2- to 3-sentence conclusion)
  • The reference list page in APA format


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