University of Phoenix Building Marketing Strategy Presentation

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Business Finance

University of Phoenix

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Assignment Content

  1. Resource: Consumer Behavior: Building Marketing Strategy, Ch. 10, Brand Personality Grading Guide
    Choose an organization with which you are familiar or use the organization you chose for the Week 1 assignment.
    Create an 8- to 10-slide Microsoft® PowerPoint® presentation with speaker's notes representing how this organization manages and develops its brand personality, and deliver the following: 
    • Find an ad (digital or non-digital) that you feel communicates a strong brand personality. Include this ad in your presentation.
    • Describe that brand personality in terms of the dimensions in Figure 10-2 (p. 369 in Consumer Behavior: Building Marketing Strategy).
    • Describe the various techniques used in the ad (celebrity endorser, user imagery, executional factors, etc.) and how that links to the personality they are communicating.
    • Review what traits you believe are good to have in a brand personality.
    • Analyze how this brand personality impacts competitive positioning. 
    • How does this ad impact your belief in the brand or impact your motivation to purchase from this organization?

Explanation & Answer:
10 Slides
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Attached.

Brand Management for Coca Cola
Name of Student
Name of Institution

Coca Cola
• Coca cola is the world’s leading beverage
manufacturer.
• It was founded in the early 19th Century in the US.
• It manufactures its drinks using a secret recipe and
this secrecy has enabled it to stay long in the
business.
• It makes advertisements specific to countries and
regions.
• Sometimes it also makes advertisements that they
use globally.
• The advert in this case is from 2014 and was created
using Taylor Swift.

Imagery
• The video is 33 seconds long.
• It begins with Taylor Swift drinking a soda
while looking at a cat seated on the table.
• Every sip of soda that she takes from the
bottles adds the number of cats in the table.
• The cats keep increasing until the w...


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