W3 Assignment “Positioning and Branding” Marketing Communications Positioning and Branding
Review the readings and lectures for this week.
Create the Positioning and Branding portion of the Marketing Communications Plan using the business and information presented in the case study.
In 400-600 words, answer the following: Determine branding for the restaurant. Does the restaurant need a new brand and/or name? Explain. Design a logo. (This may be scanned into a pdf document) In 400-600 words, create the positioning statement for the restaurant. Using feedback, update and make changes to the previous section of the plan. Adhere to the Publication Manual of the American Psychological Association, (6th ed., 2nd printing) when writing and submitting assignments and papers.
The requirements below must be met for your paper to be accepted and graded:
Use font size 12 and 1” margins. Include cover page and reference page. At least 80% of your paper must be original content/writing. No more than 20% of your content/information may come from references. Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement. Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style. References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.
A detailed explanation of how to cite a source using APA can be found here (link).
Download an example here
Naylor, R., Lamberton, C., & West, P. M. (2012). Beyond the “Like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6), 105-120. (HERE) Fischer, M., Völckner, F., & Sattler, H. (2010). How Important Are Brands? A Cross-Category, Cross-Country Study. Journal of Marketing Research (JMR), 47(5), 823-839. doi:10.1509/jmkr.47.5.823 (HERE) M’zungu, S. M., Merrilees, B., & Miller, D. (2010). Brand management to protect brand equity: A conceptual model. Journal of Brand Management, 17(8), 605-617. doi:10.1057/bm.2010.15 (HERE) Aaker, D. A., & Shansby, J. (1982). Positioning your product. Business Horizons, 25(3), 56-62. (HERE) Kanzler, F. (1997). The positioning statement: Have one before you start communicating. Public Relations Quarterly, 42(4), 18-20. (HERE) http://isbm.smeal.psu.edu/library/working-paper-articles/1995-working-papers/12-1995-creating-effective-brand-names.pdf
Grading Criteria Assignments Maximum Points Meets or exceeds established assignment criteria 40 Demonstrates an understanding of lesson concepts 20 Clearly presents well-reasoned ideas and concepts 30 Uses proper mechanics, punctuation, sentence structure, spelling, and APA style 10 Total 100