5-2 blog: consumer engagement | MKT 400 | Southern New Hampshire University

In this blog assignment, select a brand that faced ethical or legal issues. Determine how these issues influenced consumer perceptions of the brand and how it impacted their engagement with the brand. What were the ultimate implications for the brand? What should the brand have done differently, and why? Provide at least two additional resources to support your reasoning.

GUIDE LINES & RUBRIC 

Overview: Throughout the undergraduate marketing program, you will be completing a series of blog entries. The blog assignments will be graded by your

instructor and will be available to you afterward as a demonstration of your knowledge and abilities.

Create your blog site using the WordPress blog-creation tool. For guidance on setting up your blog, refer to the Getting Started With Blogging document. In each blog entry, you must accomplish the following:

  •   Develop a professional, organized blog post
  •   Apply topics and concepts covered in this course
  •   Utilize outside resources and/or examples to support your positions
    Once you have finished each entry, you will submit a link to your personal WordPress blog.
    Prompts
    Module Two: The Importance of Brand Positioning
    For this blog post, you will select a brand that you are familiar with that successfully positioned or failed to position themselves at any point in a brand’s life cycle using their name, logo, or slogan. Address the following:
  • ●  Examine the brand mission and vision for each brand and explain how the brand name, logo, or slogan succeeds or fails to communicate the brand identity to consumers, competitors, and various stakeholders. What does the brand who successfully positioned itself do well? How does the brand with the weak or failed positioning strategy miss the mark?
  • ●  Using the brand you selected as an example, identify one or two strategies that may be applied when developing a brand name for an organization and explain how these naming strategies may help to effectively position a brand.
    Module Five: Consumer Engagement
    In this blog assignment, select a brand that faced ethical or legal issues. Determine how these issues influenced consumer perceptions of the brand and how it impacted their engagement with the brand. What were the ultimate implications for the brand? What should the brand have done differently, and why? Provide at least two additional resources to support your reasoning.

Rubric
Guidelines for Submission: Your blog needs to be created in WordPress and your personal blog link submitted via the assignment submission link. It should be

written in a professional voice and should be appropriately formatted for a blog. Any sources should be cited according to APA style. Each blog entry should be between 400 and 800 words in length. When you have finished each entry, submit a link to your personal WordPress blog.

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