Marketing and Brand Management
Unit One Case Analysis Read Campbell Soup starting on page 63.
This story raises the following questions: · What are the branding challenges and opportunities facing Campbell’s market? · Apply the four steps of brand building to Campbell’s future efforts. What do the results tell you? Why? · How could how consumers make a decision whether or not to buy Campbell soup? Address the above questions using a 3 to 5 page paper (1000 to 1500 words) in APA format. Below is a recommended outline. 1. Cover page (See APA Sample paper) 2. Introduction a. A thesis statement b. Purpose of paper c. Overview of paper 3. Body (Cite sources with in-text citations.) 4. Conclusion – Summary of main points a. Lessons Learned and Recommendations 5. References – List the references you cited in the text of your paper according to APA format. a. (Note: Do not include references that are not cited in the text of your paper) GRADING Your instructor will provide a grading rubric to evaluate your paper. Please see the Instructor Syllabus and Policies for details.