Brand building is a crucial exercise that often takes years to accomplish. The benefit of brand equity is realized in the bottom line.

Your assignment should contain a cover page, an abstract page, and a reference page (in addition to the body). The body of the paper should be 4–5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion.

The entire submission will be 7–8 pages in length.

Brand building is a crucial exercise that often takes years to accomplish. The benefit of brand equity is realized in the bottom line.

In this assignment, you will complete primary along with secondary research.

PART 1: Primary Research and Text Application

Find a consumer who is extremely loyal to a brand-name product. The person can be afamily member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists.Discuss how the individual feels about competitive brands.

Analyze the interview using the brand equity and brand positioning concepts.

This section of the paper should be at least 2 pages in length.

PART 2: Secondary Research in the Databases

Next, research the brand using its Web site and articles from the library’s full-text databases to address how the brand does the following:

Identifies market segments and targets
Developed its brand equity over time
Positions itself in the market

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