The discussion of product management and branding may best be
illustrated by comparing an iconic brand Apple, and another successful
Brand repositioning and communications A Philips case study. (n.d.).
Retrieved from http://businesscasestudies.co.uk/philips/brandrepositioning-
Apple’s branding strategy. (n.d.). Retrieved
Check out the following websites for information about each company and
their products and services.
Company profile. (n.d.). Retrieved from
Apple info. (n.d.). Retrieved from http://www.apple.com/about/
Review this article on brand personality:
Fournier, S. (1998). Consumers and their brands: Developing relationship
theory in consumer research. Journal of Consumer Research, 24 (4), 343-
How do consumers relate to this brand?
1. Do they feel loyal?
2. What emotions are involved?
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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
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
1. The “why” is more important than the “what.”
2. The defense of your positions on the issues is more important than the
positions you take.
Paraphrase the facts using your own words and ideas, employing quotes
sparingly. Quotes, if absolutely necessary, should not be more than a few
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When writing an academically oriented paper, you will uncover many facts
about the product. If you paraphrase the facts, cite the sources in your text
and link those citations to references at the end of the paper.
Here are some guidelines on how to conduct information search and build
critical thinking skills.
Emerald Group Publishing. (n.d.). Searching for Information. Retrieved
Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved
Guidelines for handling quoted and paraphrased material are found at:
Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from
Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and
Summarizing. Retrieved from
Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from
Your paper consists of arguments in favor of your opinions or positions on
the issues addressed by the guidelines; therefore, avoid the following
Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing.