+1 862 207 3288 Case Assignment
Look at the two branding cases above: Philips and Apple, as well as the brand personality article. Supplemented with any other articles relevant to these two brands, address the following issues:
1.Briefly describe the branding and positioning strategies of Apple and Philips. Do they build brand loyalty? If so, what emotions are involved?
2.How would you describe the brand personalities of Apple and Philips? Explain why you believe the personality represents each brand.
3.What are the similarities between the two branding efforts? What are the differences?
4.If you are a brand manager, what can you learn from these two cases?
Assignment Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply and logically. Your paper should be 750-1500 words long, excluding title pages and references; however, quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.
A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Branding and Positioning Strategy” instead of a sentence or a question.
Back up your positions or opinions with references to the required reading found in the Background and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:
