Brand Assessment & Shopping Research Paper
At the beginning of the assignment due class session, submit a summary of your research compared to your experience in physically visiting and shopping in a retail business.
Discuss the business’s strengths and weaknesses in the branding factors you have learned in this course-to-date (class lectures and reading through Chapter 7) vis-à-vis what you see, feel, and experience in the business.
Summarize the brand’s strengths and weaknesses, along with how you would improve the business’s branding and customer experience.
This paper should be 7-10 pages (double-spaced, stapled).
Please include a cover/title page and, if relevant, a research sources citations’ page—both of which do not count in the required page total.)
attachment
KevinLaneKeller-StrategicBrandManagement_BuildingMeasuringandManagingBrandEquity4thEdition2012PrenticeHall.pdf
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