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Kotler and Keller describe six criteria for selecting brand elements. Pick a brand that you are familiar with (eg. BMW, Coca-Cola, Aeropostale). Analyze it based on the six criteria. Is it a "good" brand? Is it better suited to building a brand or defending it?
The purpose of this assignment is to encourage students to read, comprehend, and analyze the course materials. Students are expected to respond to the weekly prompt(s) provided by the instructor with a minimum of 600 words (excluding cover page and references) and two references. Assignments should include a cover page, separate references page, and should follow APA 6th edition formatting.
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In this assignment we have discussed about the six criteria for selecting the brand elements as described by the Kotler and Keller. For that, er have picked the BMW brand. We have perform the analysis of all the six criteria on the BMW. These six criteria were memorable, likable, adaptable, meaningful, transferable, and protectable.
The assignment will be submitted to the Turn It In plagiarism checking software. Any paper receiving a match % score of 30% or more should be immediately revised and resubmitted by the student. Any paper submitted for grading and resulting in a match % of greater than 30% may be awarded a score of zero by the instructor and additional instances of scores greater than 30% could result in disciplinary action through the university.
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