Term Project (TP) Task #1: Developing Your Brand Context
Course concepts and terminology must be evident throughout this content to earn full credit. Provide images and cited research to support your thinking.
1. Product Category & Environment. Briefly describe the product category that will serve as the context for your brand and explain the environment where consumers most likely access products in this category. Then provide some cited evidence about the performance of this category and explain why you think it is a valuable focus point for your term project.
2. Nature of Competition. Identify a brand you intend to compete with and provide evidence to describe a. the brand elements, and whether they meet the criteria outlined in your text b. the target consumer segment(s) for this competitor (include all four categories of characteristics) c. brand associations that are utilized in their positioning strategies (give examples) d. evidence of where the brand falls short of fully resonating with consumers e. potential points of parity and difference for this competitor vs. your brand (in other words, what will be your BRAND’s competitive advantage?)
3. Consumer Profile (target segment). Who is seeking the points of difference you aim to deliver? Describe the “consumer profile” for your brand. This is your targeted consumer segment. Identify any differences compared to your selected competitor(s). Provide cited research to describe the following about your target segment (points should be supported with citations):
a. Demographic. age, education, income
b. Geographic. location (is this a region, country, or international brand? Be specific) c. Psychographic. what are the beliefs, values, attitudes, and preferences of your target consumers? d. Behavioral. where do your consumers shop and how often? What do they purchase? How would you describe their lifestyle?
4. Mission I Mantra. Based on what your learned about your competition and targeted consumer, develop the mission and mantra of your brand. This will serve as your basis for choosing brand elements and strategically developing brand knowledge.
FORMAT: (20 points) Organize this information in the same format as outlined in the content instructions. • Images should be posted within text, not as attachments. • The narrative should be provided in complete sentences • Use bold sub-headings for content organization. • Clarity, spelling, grammar, and professionalism will be graded as part of formatting • Include citations in text and a reference page at the end of your document with MLA or APA format
