Write an essay providing theoretical arguments (backed up by academic sources) as well as real-life examples (of brands, products, services, companies, consumption trends) to substantiate your points.

Assignment Question

In the essay you are expected to provide theoretical arguments (backed up by academic sources) as well as real-life examples (of brands, products, services, companies, consumption trends) to substantiate your points.

Topic: An analysis of brand relevance vs. brand preference strategies (i.e., creating new needs vs. meeting existing needs) – backing up the argument with real-life examples.

Maximum word limit is 1,500 words, with a 10% tolerance. You are definitely encouraged to properly signpost your document and to present a coherent structure and debate. Own primary research (e.g., surveys, interviews) and analysis will be rewarded under “backing up your argument with compelling real-life examples and evolutions” (25%) You can focus your essay on a practical case study (or case studies), as long as you meet the criteria in the rubric Grading criteria – Making a persuasive argument for the importance of the topic you are tackling – 10% – Backing up your argument with pertinent academic references – for this assignment, you are required to use at least eight (8) academic references (e.g., journal articles, books) or reputable practice-oriented references (e.g., Harvard Business Review, Sloan Management Review, California Management Review) – 35% – Backing up your argument with compelling real-life examples and evolutions – you are encouraged to use reports/on-line news/ market research, and to list the sources you are using in the final reference list – 25% – Drawing appropriate conclusions based on your analysis – 10% – Having a coherent structure and signposting of the assignment, alongside professional presentation and language – 20% *You can have a maximum of 2 pages of appendices General Supplemental Readings – Marketing Management, by Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen, 4th European edition, Person, 2020. – Strategic Brand Management, by Kevin Lane Keller, 4th edition, Pearson, 2013. More readings attached and feel free to add from yourself.