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Added on: 0000-00-00 00:00:00Order Code: Question Task Id: 0
MAS 7514
Report Writing Assignment:
Task:
Individually, students are to conduct a Brand Positioning Analysis for one of these lifestyle brands, as listed below:
Rip Curl
Billabong
Quiksilver
Hurley
The analysis will be based entirely on information from public secondary sources, company web sites, as well as your own professional experiences and insights. I do not necessarily expect you to conduct any surveys or primary research. Specifically, you will have to address the following three questions before providing strategic recommendations for the brand.
1. Has the brand established a frame of reference?
2. Is the brand leveraging its points of parity?
3. Are the points of difference compelling?
Information about what needs to be discussed in the answer to each of these questions can be found in the article Three questions you need to ask about your brand by Kevin Lane Keller, Brian Sternthal, and Alice Tybout (HBR, Sept 2002) available on Blackboard (via QUT Readings), and on the prescribed book for this subject (Chapter 2 pages 79 to 93). You must use two/three specific competitors when discussing and contrasting the brands POP and POD. For an example of how this it be done, refer to pages 319-320 of Kellers book Strategic Brand Management, 4th edition, Prentice-Hall, 2013.
Uploaded By : jack
Posted on : April 04th, 2018
Downloads : 1
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