There are three discussion topics. You will respond to two total topics. Choose one of the first two topics (1 &2) and the second topic will be Topic 3 Case Study.
TOPIC 1: Connecting with Customers
PROMPT: Describe a story (from a novel or even a TV show) that held your attention where you couldn’t wait to see what happened next. Now, consider how the elements of a brand tell a story. How do you connect with perceptions of your favorite brands? Do they tell a story?
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TOPIC 2: Perceptual Map
PROMPT: Create a perceptual map for these major theme parks: Walt Disney World, Universal, Six Flags, Busch Gardens, and Cedar Point. You determine the primary factors to place on the X and Y axis and how they are likely positioned by consumers. Describe your map, why you chose each factor for X and Y, and whether you feel these companies have a clear space in the minds of consumers. Upload an image of your map for your peers to review. (This can be a simple Word document with basic x and y axis lines, or you can use another software program and save your image as a .jpg to be added here. It should be limited to Word, .jpg, or .pdf files to ensure others can view it. It is best to paste it within the response.)
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TOPIC 3: Branding and Positioning
PROMPT:Case Study: Coke vs. PepsiThis case study discussion is about branding. Formulate a response responding to the specific questions below rather than those within in the case study. Review this case study: Coke vs. Pepsi: 100 Years of Contention
- Coke and Pepsi offer products that are close substitutes. How do the companies position their brands to differentiate their products?
- Each of the brands have used celebrity endorsers. Name a celebrity endorser for each brand and how they reflect a different position in the market.
- How are Coke and Pepsi positioning themselves to be the dominant choice of the younger generations such as Generation Z and Alpha?