Assignment

• Include a Cover Page
• Add Page Numbers
• Answer all questions in paragraph format

Creating and Maintaining Brands on the Web

1. Find a company that has a powerful brand and answer the questions below based on the company you choose. Please ensure that you clearly state the name of the company and talk about their brand.
2. Explain how a known and respected brand name can present to potential customers; a powerful statement of quality, value, and other desirable characteristics in one recognisable element. Explain how branded products are easier to advertise and promote because each product carries the reputation of their brand name.

Include Elements of Branding

1. Note that the key elements of a brand, according to researchers at the advertising agency Young & Rubicam, are differentiation, relevance, and perceived value (Chapter 4).
2. In Chapter 4, Use Figure 4-13 to summarize the elements of a brand.
3. In detail, describe how brands can lose their value if the environment in which they have become successful changes.

Describe Emotional Branding vs. Rational Branding

1. Explain how the company you chose use rational branding to offer to help Web users in some way in exchange for their viewing an ad. Rational branding relies on the cognitive appeal of the specific help offered, not on a broad emotional appeal. Also describe the difference between emotional and rational branding and which one the company you chose is utilizing.

Introduce Affiliate Marketing Strategies

1. Introduce the term affiliate marketing and describe how your company implements this methodology.
2. Discuss the topic of affiliate commissions. Introduce the terms pay-per-click model, pay-per-conversion model and affiliate program broker.
3. Introduce the term cause marketing.

Describe how Viral Marketing Strategies and Social Media work?

1. Explain that viral marketing relies on existing customers to tell the companys prospective customers about the products or services they have enjoyed using. Much as affiliate marketing uses Web sites to spread the word about a company, viral marketing approaches use word of mouth from individual customers to do the same thing.
2. Point out that on social media Web sites, followers of a the particular company that you chose and any discussion activity that they are using from their fans.
3. Introduce the term fan base and how you can determine if the company has one.