1. You will select two different brands in the same product category marketed to the individual consumer. The brands could be a tangible good, (e.g. razor blades, soft drinks, computers, etc.) or a service (e.g. insurance, banks, etc.). No alcohol or tobacco products, please. PLEASE DO NOT USE ANY CONAGRA BRANDS.

2. Make sure the brands are comparably similar. For example, if we were going to use the automobile market as a category, you can compare Ford to General Motors (both automobile manufacturers). You can compare a Jaguar to a Lexus (both luxury automobile brands). You would not compare Advil to Tylenol for children (two different products & markets). Advil could be compared to Aleve. Both are adult pain relievers.

3. Base your analysis on the following identify the customer, brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation, and marketing mix.

4. Identify which brand you feel is more effective and support the reasons for your decision based on branding principles.