Module 4

Assignment: The Brand Effect

Brands create immense value for a company. Developing and maintaining a brand for a product/service
is a major initiative handled by the marketing manager. One of the most distinctive skill sets for this kind
of professional is the ability to understand what key consumers are actually paying for when they buy a
certain product. 

Directions:

1. Research at least three peer-reviewed academic articles related to brand personalities, brand
congruency, and brand equity.

2. Analyze how congruency relates to positioning and brand equity.

3. Identify and describe three major brands with high levels of congruency and three brands with
low levels of congruency.

4. Explain your reasons for placing each brand in one of those two categories.

5. Critically examine the key elements of creating brand value for customers.

6. Make specific recommendations for the marketing managers of the brands you selected.

Specifications:

 Your paper should be approximately 4-6 pages, not counting cover page, reference list page,
appendices, figures, or tables.

 Your assignment should include a title page and a reference list page, and be completed
according to the requirements of APA Stylebook.

 3 references are required. Beyond these required references, additional references are not
required but if you do cite literature, please use the most current APA format.

 An abstract is not required.

 Please refer to the rubric associated with this assignment for detailed guidance about
expectations and grading.

 Please submit this assignment through D2L by 11:59PM Central Time on Sunday.