Sheet1Rubric for Grading Discussion Board PostsLevels of AchievementCriteriaExemplary ProficientDevelopingUnacceptableOverall Quality and Substance of Post: Up to 60 PointsThe quality and substance of the post is outstanding. Additional sources (besides the textbook) are cited and used to support insights. Other students will benefit from the content presented.The quality and substance of the post is good. No other sources (besides the textbook) are used to support insights. This is considered an average level post that meets basic requirements.The quality and substance of the post is too generalized and reads like definitions of key terms and concepts. Insights are needed and the content requires more development. The quality and substance of the post is either poor or there is no submission.Organization and Identification of key terms and concepts: Up to 30 PointsAll key terms/concepts are clearly identified and directly relate to the original post question and to the associated chapter. Excellent organization and topic flow.Some key terms/concepts are identified and closely relate to the original post question and to the associated chapter. Good organization and topic flow.One key term or concept is identified and somewhat relates to the original post question and to the associated chapter. Organization and topic flow need improvement.The post includes content that is overgeneralized and does not directly relate to the key terms/concepts presented in the associated chapter. Organization and topic flow need major improvement. Grammar & Writing Mechanics: Up to 10 PointsFormal writing style with excellent syntax, grammar, spelling and word use. No errors noted.Informal writing style with occasional issues/errors with syntax, grammar, spelling and word use. Inconsistent writing style; Frequent issues/errors with syntax, grammar, spelling and word use. Consistently improper syntax, grammar, spelling and word use. Major improvement is needed. Brand Management Part 2 This is Brand Management Part 2. Our learning objectives today include describe the characteristics of effective logos, slogans, color usage, and typography and explain the challenges of creating or changing a brand's image. A well-designed logo, name, and slogan helps consumers remember specific brands and associated promotions and advertisements. There are three main elements that consumers associate with a brand's identity, including the logo, brand name, and slogan, although not every brand has or needs a slogan. There are four tests of quality logos and brand names. In the eyes of the consumer, they must be recognizable, familiar, elicit feelings of trust and authenticity, and evoke motivations to purchase. The use of color and its association to a brand's image is critical. It's a critical determination, as color evokes different reactions and emotions. Red evokes the strongest emotions. Think about yourself in a grocery store and-- or the next time you're in.

1. Sheet1Rubric for Grading Discussion Board PostsLevels of
AchievementCriteriaExemplary
ProficientDevelopingUnacceptableOverall Quality and
Substance of Post: Up to 60 PointsThe quality and substance of
the post is outstanding. Additional sources (besides the
textbook) are cited and used to support insights. Other students
will benefit from the content presented.The quality and
substance of the post is good. No other sources (besides the
textbook) are used to support insights. This is considered an
average level post that meets basic requirements.The quality
and substance of the post is too generalized and reads like
definitions of key terms and concepts. Insights are needed and
the content requires more development. The quality and
substance of the post is either poor or there is no
submission.Organization and Identification of key terms and
concepts: Up to 30 PointsAll key terms/concepts are clearly
identified and directly relate to the original post question and to
the associated chapter. Excellent organization and topic
flow.Some key terms/concepts are identified and closely relate
to the original post question and to the associated chapter. Good
organization and topic flow.One key term or concept is
identified and somewhat relates to the original post question
and to the associated chapter. Organization and topic flow need
improvement.The post includes content that is overgeneralized
and does not directly relate to the key terms/concepts presented
in the associated chapter. Organization and topic flow need
major improvement. Grammar & Writing Mechanics: Up to 10
PointsFormal writing style with excellent syntax, grammar,
spelling and word use. No errors noted.Informal writing style
with occasional issues/errors with syntax, grammar, spelling
and word use. Inconsistent writing style; Frequent issues/errors
with syntax, grammar, spelling and word use. Consistently
improper syntax, grammar, spelling and word use. Major
improvement is needed.

2. Brand Management Part 2
This is Brand Management Part 2. Our learning
objectives today include describe the characteristics of effective
logos, slogans, color usage,
and typography and explain the challenges of creating or
changing a brand's image.
A well-designed logo, name, and slogan helps consumers
remember specific brands and
associated promotions and advertisements. There are three main
elements that consumers
associate with a brand's identity, including the logo, brand
name, and slogan, although not
every brand has or needs a slogan. There are four tests of
quality logos and brand names. In
the eyes of the consumer, they must be recognizable, familiar,
elicit feelings of trust and
authenticity, and evoke motivations to purchase.
The use of color and its association to a brand's image is
critical. It's a critical determination,
as color evokes different reactions and emotions. Red evokes
the strongest emotions. Think
about yourself in a grocery store and-- or the next time you're in
a grocery store, look around
you and see how often you see the color red. You'll be
surprised.
Yellow evokes happiness and contentment and is often used in
marketing to children. School
buses are yellow for a reason. Can you imagine being picked up
by a dark gray school bus
when you were a kid? I wouldn't get on it.
You see orange used often in food packaging, especially with
junk food and candy. Reese's Peanut Butter Cups, anybody?

3. Black, grays, and whites are often used in luxury goods
marketing to convey top quality and sophistication.
The typography or font styles that we choose are also critically
important. These examples
belong on the don't do list and are actual logos. If you look at
the image carefully-- both
images carefully, you will understand why.
Brand parity is often a problem for marketers. Consumers
conclude that few tangible
distinctions exist between competing brands. This can lead to
brand switching and low brand
loyalty. The following three slides are examples of brand
parity-- tomato soup by Campbell's
and Heinz, milk chocolate bars by Dove and Hershey's, and
pizza from Papa John's and
Domino's Pizza.
There are times when a brand wants to either refresh or
completely change its brand image. This can be very tricky and
result in confusion at point of sale. Tropicana experienced this
issue when it tried to change its brand image in 2009.
However, they learned four important lessons from this mistake
including-- one, consumers
feel an emotional bond with the appearance of the product they
love so much; two, branding
elements on packaging should not all be changed at once. It
should be a gradual process
because, again, you don't want to confuse people at point of
sale. Packaging is the silent
salesperson. And, finally, advertising and packaging design
have different communication
rules.
Ethical issues stemming from a brand's identity can plague
brand managers. The most
common is brand infringement. When a company creates a
brand name that closely
resembles another popular brand name-- a real-life example of

4. this is Victor's Secret versus Victoria's Secret. Brand
infringement becomes even tougher when brand names evolve
into
generic names, such as Band-Aid. The product Band-Aid had to
trademark its name to BandAid Brand Strips to prevent
competition from using their name.
Our learning objectives today included describe the
characteristics of effective logos, slogans,
color usage and typography and, two, explain the challenges of
creating or changing a brand's
image. I hope you enjoyed this session. And I will see you next
time.
Brand Management Part 1
:
This is Brand Management Part 1. Our learning
objectives today include identify the relationship between
branding, marketing and advertising
and analyze how a brand's image affects itself, its consumers,
and its competitors.
Branding is a long-term strategy that establishes a brand's story
and identity into consumers'
minds. Marketing is either a long- or a short-term strategy that
drives the brand's story and
identity and should build brand loyalty, trust, and purchase
activity over time. Advertising
includes the tactics, tools, and resources used to initiate,
communicate, and sustain marketing
efforts and to reinforce the brand's story and identity.
Here is a branding example from Target-- a highway billboard
with only the Target bullseye
symbol on a white background. Notice there is no call to action
language. Here is a branding

5. and marketing example from Target. The addition of the slogan
"expect more, pay less" invites
consumers into the brand's story and, thus, the marketing efforts
begin.
Here is a true marketing example which includes a time-
sensitive message. Swiffer provides
another effective example of branding, marketing, and
advertising. The consistent use of the Swiffer creative
messaging and visuals in all communication tools make the
brand a stellar
example of IMC practices. Swiffer shows its product in use in
marketing in advertising quite
often. And this is to help a broad, diverse audience understand
the product benefits and why it
is needed in a consumer's everyday life.
In its 2014 Super Bowl commercial featuring the Rukavina
family-- these are real people, not
actors, by the way-- we see one of the most inclusive ad
examples ever, showing the product
in use through themes of millennial-aged parents, ethnic
diversity, physical limitations, and
caring for young children. Marketers must be constantly aware
of how a brand image affects
its self, its consumers, and its competitors. This is also a reason
why routine SWOT and PEST
analyses-- Political, Economic, Social, Technological analyses--
are essential to a brand's
long-term health.
A brands image must convey what the company stands for and
how it is known in the market
place or how it is perceived by its target audience. Here are six
examples of the most trusted
brands of 2017. Brand images contain both tangible and
intangible elements. Tangible
elements include what consumers are directly exposed to,
including what you see here, as

6. well as retail outlets, marketing communications, advertising,
and employees' customer
service.
Intangible elements include elements not directly targeted to
consumers. This doesn't mean
that consumers can't find out the information on the internet.
It's just not directed to them
specifically. This list also includes corporate personnel,
environmental policies, country
locations, and external media reports.
Consumer beliefs about firm are more important than how a
company, senior staff, or the
marketing department perceive the image of its own company.
So think of the following
companies and the image that comes to mind. When I think of
JC Penney, I think of a
company that still continues to struggle with image issues. Kraft
Mac & Cheese is clearly a
family oriented brand-- and one that I buy for my kids. And
Folger's wants to share our
morning with us.
Effective image management should build confidence regarding
purchase decisions. It should
give assurances to consumers about a purchase, especially when
the buyer has little to no
experience with the brand, product, or service. It should reduce
search time in the purchase
decision process. And it should provide psychological
reinforcement and social acceptance of
the purchase.
A strong brand image among consumers often provides benefits
to combat competition. Examples include what you see here, as
well as a higher level of supply chain power, more
favorable ratings by financial analysts, and a higher probability
in surviving a PR crisis.
Our learning objectives today included identify the relationship

7. between branding, marketing,
and advertising and analyze how a brand's image affects itself,
its consumers, and its
competitors. I hope you enjoyed this session. And I will see you
next time.