Types of Values Used in Brand Messaging Discussion
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Types of Values Used in Brand Messaging Discussion
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Unit 1 Individual Project
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American Intercontinental University
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Project Type: MKTG340 Unit 1 Individual Project
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Abstract
This is a single paragraph; no indentation is required. The next page will be an abstract; “a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly” (Publication Manual, 2010). The length of this abstract should be 35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper will begin on page 3.
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Introduction
Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font.
Part 1: Define Branding.
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. This section of the paper must contain research – which means that a citation must be included in the section (Last name, year). The punctuation goes after the citation not at the end of the sentence. If no author is stated: (Short Title of Article, year). The punctuation goes after the citation not at the end of the sentence. Begin by defining branding. Do not copy a definition from a marketing dictionary or website, 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 four types of values used in brand messaging (reputation, relationship, experiential, and symbolic value). Do not copy a definition from a marketing dictionary or website, look in your text and in articles in the library’s full-text databases. Part 1 of the paper should be 2 pages in length and must use research from your course text and the library’s full-text databases. No quotations are permitted in this section.
Part 1: Explore How MPR Supports the Branding Effort.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 1: Define Reputation Value Used in Brand Messaging
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 1: Define Relationship Value Used in Brand Messaging
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 1: Define experiential value used in brand messaging
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 1: Define Symbolic Value Used in Brand Messaging
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Find and Describe a Company-Authored Brand Story
Find and describe a brand story example created by each of the four author categories (companies, popular culture, customers, and influencers). Be sure to explain how you ascertained the author source. Analyze each brand story from the point of view of the value or values that it portrays. Be specific as to your results and back up your contentions using research. Compare and contrast the types of value messages delivered with regard to author type. Part 2 of the paper should be 3 pages in length and use research from a variety of sources including the company websites.
Part 2: Find and Describe a Popular Culture-Authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Find and Describe a Customer-Authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Find and Describe an Influencer-Authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Value Analysis of Company-authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Value Analysis of Popular Culture-authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Value Analysis of Customer-authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Value Analysis of an Influencer-authored Brand Story
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Part 2: Compare and Contrast the Value Messages by Author Type
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.
Conclusion
Add some concluding remarks-can be a sentence or two.
NOTE:
- If you are not at the end of page 7 with content, your paper is too short Do not insert extra spaces between paragraphs to make your paper appear longer.
- If you are beyond page 9 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer
References
NOTE: The reference list starts on a new page after your conclusion.
Types of Values Used in Brand Messaging Discussion
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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