Write a 3-5 page paper in which you discuss the benefits of developing a brand for a new venture. My suggestion is to choose to discuss an existing brand, for an existing competitor, to your learning team’s venture. In this way you can analyze just how the competitor built their brand, what activities the competitor used to build their brand, and what were the immediate benefits of developing the brand.
When discussing branding and the brand function in a new venture, pay particular attention to:
What were the short-term benefits of developing the brand versus the long-term benefits of developing brand equity;
What is the importance of product and/or line extensions to brand development during the introductory phase of the product life cycle;
Consequences (if any) of diversification of products or services on the development of the new venture’s brand during the introductory phase of the product life cycle;
Format your paper using APA guidelines. The Cover sheet, references page, and any visual aids you may use to provide support to your central thesis are NOT included in the page count.
Include a minimum of three (3) peer reviewed sources that you will find in the University’s Library. Sources used must conform to academic rigor. If you do not know if the source you want to use is academically rigorous, then please ask.
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You must proofread your paper. But do not strictly rely on your computer’s spell-checker and grammar-checker; failure to do so indicates a lack of effort on your part and you can expect your grade to suffer accordingly. Papers with numerous misspelled words and grammatical mistakes will be penalized. Read over your paper – in silence and then aloud – before handing it in and make corrections as necessary. Often it is advantageous to have a friend proofread your paper for obvious errors. Handwritten corrections are preferable to uncorrected mistakes.
Use a standard 10 to 12 point (10 to 12 characters per inch) typeface. Smaller or compressed type and papers with small margins or single-spacing are hard to read. It is better to let your essay run over the recommended number of pages than to try to compress it into fewer pages.
Likewise, large type, large margins, large indentations, triple-spacing, increased leading (space between lines), increased kerning (space between letters), and any other such attempts at “padding” to increase the length of a paper are unacceptable, wasteful of trees, and will not fool your professor.
The paper must be neatly formatted, double-spaced with a one-inch margin on the top, bottom, and sides of each page. When submitting hard copy, be sure to use white paper and print out using dark ink. If it is hard to read your essay, it will also be hard to follow your argument.
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