You should
complete the following:
Part
1: Researching the Relationship
Research
MPR’s role in branding, and include the following:
·
Begin by defining it. Do not
copy a definition from a marketing dictionary or Web site; look for a
definition of branding in an article in the library’s full-text databases.
·
Explore how MPR supports the
branding effort.
·
Define the 4 types of
values used in brand messaging (reputation, relationship, experiential, and
symbolic value). Do not copy a definition from a marketing dictionary or Web
site, look in your text and in articles in the library’s full-text databases.
This
section of the paper should be 2 pages and must use research from your course
text and the library’s full-text databases. No quotations are permitted in this
section.
Part
2: Analysis of the PR Branding Effort
Include
the following for this section:
·
Find and describe a brand
example created by each of the 4 author categories (companies, popular
culture, customers, and influencers). Be sure to explain how you ascertained
the author source. The brand stories do not need to be related to one another
or represent a single brand.
·
Analyze each brand story from
the point of view of the value or values that it portrays. Be specific, and
back up your contentions using research.
·
Compare and contrast the types
of value messages delivered with regard to author type.
This
section of the paper should be 3 pages and use research from a variety of
sources, including the company Web sites.
Your
assignment should contain a cover page, an abstract page, and a reference page
in addition to the body. The body of the paper should be 5 pages, starting with
a brief 1-paragraph introduction and ending with a short conclusion. The
entire submission will be 8 to10 pages in length.
