Photo-hunt #5: The Brands That Matter To You
Instructions: This assessment is INDIVIDUAL. DO NOT partner up with anyone else. Your answers should be unique as this is all about how YOU understand the course material and apply it in practical terms.
I want you to go out into the world around you and find examples of marketing in practice. You will first look think about the concepts from the course through the perception of a consumer, but you must also “put on your marketing hat” and look for marketing in action!
When photo evidence is required, photos should be originals that you have taken yourself. Use your smart phone, get creative and have fun. These assignments are meant to get you out of the classroom and into the real world to discover the world of marketing all around us.
Submit your PDF Document (WITH COMPLETED WMS COVER PAGE!) to the appropriate place in Moodle by the due date.
Brands are very much like people. They must be nurtured, cared for, and maintained. Because we manage brands as if they are living, breathing things- the best brands have clearly identifiable personalities and values.
1. Now is your opportunity to catalogue the brands in your life that you ascribe meaning to.
a. Choose 5 meaningful brands that you have current experience with (you must currently own or use them). These do not have to be tangible products and can certainly be services/digital services if you choose.
i. Take a photo of each of the brands in such a way that you feel represents what it means to you and how you use it.
ii. Under each photo write YOUR VERSION of positioning statement for the brand. Note- this is not what THEY have written/published. But how you see the brand in your own words. Refer to the session 7/8 slides for how to write a positioning statement.
iii. Create one perceptual map for each of the 5 brands and plot the brand’s competitors along two axes of your choosing. (refer to the lecture example from class below- do not use these axes- come up with your own!)