The impact of culture is so natural and automatic that its influence on behavior is usually taken for granted. An example here would be when consumer researchers ask people why they do certain things, they typically answer, “Because it’s the right thing to do.” This seemingly superficial response partially reflects the ingrained influence of culture on our consumer behavior. Quite often, it is only when we are exposed to people with different cultural values or customs – such as when visiting a different region or a different country -- that we become more aware or informed of how culture has molded our own consumer behavior. A true appreciation of the influence that culture has on our life requires some knowledge of other societies with different cultural characteristics. To understand why most Americans brush their teeth twice a day with flavored toothpaste requires some awareness that members of another society either do not brush their teeth at all or do so in a distinctly different manner than we do. 1. Why is the study and understanding of cultural variances so vitally important to marketers? 2. What are some culture behaviors that marketers try to exploit today? 3. I sometimes wonder about the current state of customer service in the airline industry (especially when I travel for work). To be specific, I've noticed, along with several others, a steady decline in customer service with some airlines over the past few years. We have also seen some prominent stories in the media and social networks where some customers were not treated well. My question is, can a loyalty/rewards program overcome recent negative customer service issues with some of these airlines? 4. I wonder if it makes sense for the parent company to place its name on all of its product and service offerings. For example, Walmart unveiled an ebook service. It's similar to Audible and I downloaded the app. However, I wonder if most consumers would even give Walmart a thought when first searching for a ebook or digital audio book? What do you think? Some brands like to branch out into other area unrelated to their core product -- especially if the competition field is nonexistent or weak. They believe they can be successful in areas that lie outside of their product offering. For example, did you know that not long ago Frito-Lay, a company known for making salty snacks, actually introduced a powdery, sweet refreshment called Frito-Lay Lemonade? There was also Ben-Gay aspirin, Cracker Jack Cereal and Smucker's Premium Ketchup. Why were these products a failure? MKT 400 Brands When selecting brands for your final project, please note that the brands may no longer be in the stages identified below, but they should be from a prominent company that allows you discuss key brand attributes, marketing mix elements, marketing strategies, and the role of stakeholders while the brand was in this stage. If you are choosing your own brand from the respective categories, .

1. The impact of culture is so natural and automatic that its
influence on behavior is usually taken for granted. An example
here would be when consumer researchers ask people why they
do certain things, they typically answer, “Because it’s the right
thing to do.”
This seemingly superficial response partially reflects the
ingrained influence of culture on our consumer behavior. Quite
often, it is only when we are exposed to people with different
cultural values or customs – such as when visiting a different
region or a different country -- that we become more aware or
informed of how culture has molded our own consumer
behavior.
A true appreciation of the influence that culture has on our life
requires some knowledge of other societies with different
cultural characteristics. To understand why most Americans
brush their teeth twice a day with flavored toothpaste requires
some awareness that members of another society either do not
brush their teeth at all or do so in a distinctly different manner
than we do.
1. Why is the study and understanding of cultural variances so
vitally important to marketers?
2. What are some culture behaviors that marketers try to exploit
today?
3. I sometimes wonder about the current state of customer
service in the airline industry (especially when I travel for
work). To be specific, I've noticed, along with several others, a
steady decline in customer service with some airlines over the
past few years. We have also seen some prominent stories in the
media and social networks where some customers were not
treated well. My question is, can a loyalty/rewards program
overcome recent negative customer service issues with some of
these airlines?
4. I wonder if it makes sense for the parent company to place its

2. name on all of its product and service offerings. For example,
Walmart unveiled an ebook service. It's similar to Audible and I
downloaded the app. However, I wonder if most consumers
would even give Walmart a thought when first searching for a
ebook or digital audio book? What do you think?
Some brands like to branch out into other area unrelated to their
core product -- especially if the competition field is nonexistent
or weak. They believe they can be successful in areas that lie
outside of their product offering. For example, did you know
that not long ago Frito-Lay, a company known for making salty
snacks, actually introduced a powdery, sweet refreshment called
Frito-Lay Lemonade? There was also Ben-Gay aspirin, Cracker
Jack Cereal and Smucker's Premium Ketchup.
Why were these products a failure?
MKT 400 Brands
When selecting brands for your final project, please note that
the brands may no longer be in the stages
identified below, but they should be from a prominent company
that allows you discuss key brand
attributes, marketing mix elements, marketing strategies, and
the role of stakeholders while the brand
was in this stage. If you are choosing your own brand from the
respective categories, determine
whether there are sufficient resources to cover all aspects of the
assignment and check if it is

3. appropriate by posting any questions to the General Questions
discussion.
Development and Launch
Growth
Maturity
-Cola

4. Decline
Reinvention
nkies

5. https://www.airbnb.com/
https://www.apple.com/iphone
http://www.miniusa.com/content/miniusa/en.html
https://www.tesla.com/
https://www.uber.com/
https://www.amazon.com/
http://www.facebook.com/
http://www.netflix.com/
https://www.samsung.com/us/mobile/phones/galaxy-s/s/_/n-
10+11+hv1rp+zq1xa/
http://www.starbucks.com/
https://us.coca-cola.com/
http://www.disney.com/
https://www.dove.com/us/en/home.html
https://www.nike.com/
http://shop.nordstrom.com/
https://www.walmart.com/
https://us.blackberry.com/
http://www.blockbuster.com/
https://www.radioshack.com/
https://www.nokia.com/en_us/phones
https://www.yahoo.com/
https://www.converse.com/us/en_us/c/converse
https://oldspice.com/en
http://hostesscakes.com/products
http://www.polaroid.com/
https://www.lego.com/en-us
MKT 400 Final Project Guidelines and Rubric

6. Overview
The final project for this course is a strategic brand analysis.
You will assume the role of an independent marketing
consultant tasked with analyzing brands that
are in the following stages of a brand life cycle:
Throughout these stages, you will determine what critical
decisions need to occur at each stage to build and grow the
brand and keep it relevant as it matures,
as well as what decisions you will make for a declining brand.
As a consultant, you will evaluate how the marketing mix is
applied at each stage of the brand life
cycle in order to identify areas for improvement. You will
analyze the role and function of various stakeholders throughout
the cycles. Additionally, you will
provide solutions, recommendations, and marketing strategies
for the brand at each stage to help it achieve its goals. The
strategic brand analysis will allow you
to apply knowledge you have acquired throughout this course to
brands at each stage and to apply your knowledge of key aspects
of branding, including brand
equity, positioning, differentiation, relevance, and consumer
engagement.
For your final project, you will describe the attributes of the
brands, identify the 4P’s of the brand, and recommend
marketing strategies to effectively help
companies achieve their branding goals. Each activity and
milestone for this course will prepare you for developing the

7. proposal.
The project is divided into three milestones, which will be
submitted at various points throughout the course to scaffold
learning and ensure quality final
submissions. These milestones will be submitted in Modules
Three, Four, and Six. The final product will be submitted in
Module Seven.
In this assignment, you will demonstrate your mastery of the
following course outcomes:
-400-01: Determine impact of employees on the success
or failure of a brand for informing marketing strategies
-400-02: Develop appropriate components of marketing
strategies for a product or service that align with a brand’s
mission
-400-03: Develop recommendations based on the
marketing mix for informing brand strategies
-400-04: Establish the role and function of internal and
external stakeholders for ensuring the effective management of
a brand
-400-05: Establish the appropriate legal and ethical
guidelines that must be considered in the management of a
brand

8. Prompt
For the summative assessment, you will assume the role of an
independent marketing consultant and will review companies
whose brands are in 1) the
development stage, 2) the growth stage; 3) and the maturity or
decline stage. You will select one brand for each stage, analyze
them, and create a strategic
brand analysis that contains specific marketing strategies each
company could employ to help the brand achieve its goals.
Specifically, you must address the critical elements listed
below. Most of the critical elements align with a particular
course outcome (shown in brackets).
I. Brand Creation and Development: Focus on the brand that is
being developed and introduced into the market and address the
following elements:
a. Describe the attributes of this brand.
i. Discuss how the internal stakeholders (e.g., employees) are
engaged in the development of the brand and building the brand
identity.
[MKT-400-01]
ii. Identify the legal and ethical issues the company should be
concerned about in this stage. [MKT-400-05]
b. Identify the 4P’s of the brand.
i. Describe how the brand uses the marketing mix elements as a
guide in this stage. [MKT-400-03]
ii. Analyze the impact of the marketing mix on overall brand
perception. [MKT-400-03]
iii. Describe the function of multiple internal teams in applying

9. the marketing mix in the development stage. [MKT-400-04]
c. Marketing strategies.
i. Describe existing marketing strategies used by the brand to
successfully launch a new product. [MKT-400-02]
ii. Analyze the marketing strategies for their effectiveness in
this stage of the brand. [MKT-400-02]
iii. Discuss any legal or ethical issues that have arisen and how
they have impacted the brand. [MKT-400-05]
iv. Identify and describe two new marketing strategies the brand
can employ in this stage. [MKT-400-04]
II. Brand Growth and Reinvention: Focus on your brand that is
in the growth stage, facing competition and in need of
differentiation, and address the
following elements:
a. Describe the attributes of this life cycle stage. [MKT-400-01]
b. Identify the 4P’s of the brand.
i. Describe how the brand uses the marketing mix elements as a
guide in this stage. [MKT-400-03]
ii. Analyze the impact of the marketing mix on overall brand
perception. [MKT-400-03]
iii. Describe the role of stakeholders in supporting the growth
and reinvention of a brand. [MKT-400-04]
III. Brand Maturity or Decline: Focus on your brand that is in
the mature or declining stage and address the following
elements:
a. Describe the attributes of this life cycle stage. [MKT-400-01]
b. Identify the 4P’s of the brand.

10. i. Describe how the brand uses the marketing mix elements as a
guide in this stage. [MKT-400-03]
ii. Analyze the impact of the marketing mix on overall brand
perception. [MKT-400-03]
iii. Describe the role of stakeholders in ensuring the relevance
of a brand in the maturity or decline stage. [MKT-400-04]
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdent
Id=14871
Milestones
Milestone One: Developing a Brand
In Module Three, you will apply principles and concepts you
learned in Modules One and Two to analyze a brand in its
development stage. In this assignment,
you will identify key attributes of a brand in its creation and
development stage, assess how the marketing mix is currently
being used at this stage to develop
brand equity, and explain how marketing strategies are used to
successfully launch a new product. This milestone will be
graded with the Milestone One Rubric.
Milestone Two: Brand Growth
In Module Four, you will identify key attributes of a brand in
the growth stage, assess how the marketing mix is used at this
stage to develop brand equity and
how it may impact brand perception, and describe the role of
stakeholders at this brand stage. This milestone will be graded
with the Milestone Two Rubric.
Milestone Three: Brand Maturity and Decline
In Module Six, you will identify key attributes of a brand in the

11. mature or declining stage and assess how the marketing mix is
currently being used at this stage
to ensure consumers remain engaged with the brand. This
milestone will be graded with the Milestone Three Rubric.
Final Submission: Strategic Brand Analysis
In Module Seven, you will submit your 12- to 15-page strategic
brand analysis. This proposal will include critical elements that
were not addressed in previous
milestones for the following sections:
I. Brand Creation and Development
a. Marketing strategies
i. Analyze the marketing strategies for their effectiveness in this
stage of the brand. [MKT-400-02]
ii. Discuss any legal or ethical issues that have arisen and how
they have impacted the brand. [MKT-400-05]
iii. Identify and describe two new marketing strategies the
brand can employ in this stage. [MKT-400-04]
It is important to incorporate feedback acquired from your
previous milestones into the proposal. This submission will be
graded with the Final Project Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Brand Creation and Development Three Graded separately;
Milestone One Rubric
Two Brand Growth and Reinvention Four Graded separately;
Milestone Two Rubric

12. Three Brand Maturity or Decline Six Graded separately;
Milestone Three Rubric
Final
Submission
Strategic Brand Analysis Seven Graded separately; Final Project
Rubric
Final Project Rubric
Guidelines for Submission: Your strategic brand analysis must
be 12–15 pages in length (plus a cover page and references) and
should be double spaced, in 12-
point Times New Roman font, with one-inch margins. Reference
scholarly or peer-reviewed sources from the required and
optional resources in this course or
from the Shapiro Library to support your claims. You should
use current APA style guidelines for your citations and
reference list.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Brand Creation and
Development:
Internal Stakeholders
[MKT-400-01]

13. Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of how the
internal stakeholders are
engaged in the development of
the brand and building the
brand identity
Describes how the internal
stakeholders are engaged in the
development of the brand and
building the brand identity
Describes how internal
stakeholders are engaged in the
development of the brand and
building the brand identity, but
description is cursory, illogical,
or inaccurate
Does not describe how internal
stakeholders are engaged in the
development of the brand
5.5
Brand Creation and
Development:
Legal and Ethical
Issues
[MKT-400-05]
Meets “Proficient” criteria and
explanation demonstrates a

14. complex grasp of the legal and
ethical issues the company
should be concerned about in
this stage
Identifies the legal and ethical
issues the company should be
concerned about in this stage
Identifies the legal and ethical
issues the company should be
concerned about in this stage,
but discussion is cursory,
illogical, or inaccurate
Does not identify the legal and
ethical issues the company
should be concerned about in
this stage
5.5
Brand Creation and
Development:
Marketing Mix
Elements
[MKT-400-03]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of how the
brand uses the marketing mix
elements as a guide in this
stage

15. Describes how the brand uses
the marketing mix elements as
a guide in this stage
Describes how the brand uses
the marketing mix elements as
a guide in this stage, but
discussion is cursory, illogical,
or inaccurate
Does not describe how the
brand uses the marketing mix
elements as a guide in this
stage
5.5
Brand Creation and
Development:
Brand Perception
[MKT-400-03]
Meets “Proficient” criteria and
analysis demonstrates a
complex grasp of the impact of
the marketing mix on overall
brand perception
Analyzes the impact of the
marketing mix on overall brand
perception
Analyzes the impact of the
marketing mix on overall brand
perception, but analysis is

16. cursory, illogical, or inaccurate
Does not analyze the impact of
the marketing mix on overall
brand perception
5.5
Brand Creation and
Development:
Marketing Mix
Function of Internal
Teams
[MKT-400-04]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of the function
of multiple internal teams in
applying the marketing mix in
the development stage
Describes the function of
multiple internal teams in
applying the marketing mix in
the development stage
Describes the function of
multiple internal teams in
applying the marketing mix in
the development stage, but
description is cursory, illogical,
or inaccurate

17. Does not describe the function
of multiple internal teams in
applying the marketing mix in
the development stage
5.5
Brand Creation and
Development:
Existing Marketing
Strategies
[MKT-400-02]
Meets “Proficient” criteria and
description demonstrates a
complex grasp of the marketing
strategies used by the brand to
successfully launch a new
product
Describes existing marketing
strategies used by the brand to
successfully launch a new
product
Describes existing marketing
strategies used by the brand to
successfully launch a new
product, but description is
cursory, illogical, or inaccurate

18. Does not describe existing
marketing strategies used by
the brand to successfully launch
a new product
5.5
Brand Creation and
Development:
Effectiveness of
Marketing Strategies
[MKT-400-02]
Meets “Proficient” criteria and
analysis demonstrates a
complex grasp of the
effectiveness of marketing
strategies in this stage of the
brand
Analyzes the marketing
strategies for their
effectiveness in this stage of
the brand
Analyzes the marketing
strategies for their
effectiveness in this stage of
the brand, but analysis is
cursory, illogical, or inaccurate
Does not analyze the marketing
strategies for their
effectiveness in this stage of

19. the brand
5.5
Brand Creation and
Development: Legal
or Ethical Issues
[MKT-400-05]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of the legal or
ethical issues that have arisen
and how they have impacted
the brand
Discusses any legal or ethical
issues that have arisen and how
they have impacted the brand
Discusses any legal or ethical
issues that have arisen and how
they have impacted the brand,
but explanation is cursory,
illogical, or inaccurate
Does not discuss any legal or
ethical issues that have arisen
and how they have impacted
the brand
5.5
Brand Creation and
Development: Two

20. New Marketing
Strategies
[MKT-400-04]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of two new
marketing strategies the brand
can employ in this stage
Identifies and describes two
new marketing strategies the
brand can employ in this stage
Identifies and describes two
new marketing strategies the
brand can employ in this stage,
but description is cursory,
illogical, or inaccurate
Does not identify or describe
two new marketing strategies
the brand can employ in this
stage
5.5
Brand Growth and
Reinvention:
Attributes
[MKT-400-01]
Meets “Proficient” criteria and

21. explanation demonstrates a
complex grasp of attributes of
this life cycle stage
Describes the attributes of this
life cycle stage
Describes the attributes of this
life cycle stage, but description
is cursory, illogical, or
inaccurate
Does not describe the
attributes of this life cycle stage
5.5
Brand Growth and
Reinvention:
Marketing Mix
Elements
[MKT-400-03]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of how the
brand uses the marketing mix
elements as a guide in this
stage
Describes how the brand uses
the marketing mix elements as
a guide in this stage

22. Describes how the brand uses
the marketing mix elements as
a guide in this stage, but
description is cursory, illogical,
or inaccurate
Does not describe how the
brand uses the marketing mix
elements as a guide in this
stage
5.5
Brand Growth and
Reinvention:
Marketing Mix Brand
Perception
[MKT-400-03]
Meets “Proficient” criteria and
analysis demonstrates a
complex grasp of the impact of
the marketing mix on overall
brand perception
Analyzes the impact of the
marketing mix on overall brand
perception
Analyzes the impact of the
marketing mix on overall brand
perception, but analysis is
cursory, illogical, or inaccurate

23. Does not analyze the impact of
the marketing mix on overall
brand perception
5.5
Brand Growth and
Reinvention:
Stakeholders
[MKT-400-04]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of the role of
stakeholders in supporting the
growth and reinvention of a
brand
Describes the role of
stakeholders in supporting the
growth and reinvention of a
brand
Describes the role of
stakeholders in supporting the
growth and reinvention of a
brand, but description is
cursory, illogical, or inaccurate
Does not describe the role of
stakeholders in supporting the
growth and reinvention of a
brand

24. 5.5
Brand Maturity and
Decline: Attributes
[MKT-400-01]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of attributes of
this life cycle stage
Describe the attributes of this
life cycle stage
Describes the attributes of this
life cycle stage, but description
is cursory, illogical, or
inaccurate
Does not describe the
attributes of this life cycle stage
5.5
Brand Maturity and
Decline: Marketing
Mix Elements
[MKT-400-03]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of how the
brand uses the marketing mix

25. elements as a guide in this
stage
Describes how the brand uses
the marketing mix elements as
a guide in this stage
Describes how the brand uses
the marketing mix elements as
a guide in this stage, but
description is cursory, illogical,
or inaccurate
Does not describe how the
brand uses the marketing mix
elements as a guide in this
stage
5.5
Brand Maturity and
Decline: Brand
Perception
[MKT-400-03]
Meets “Proficient” criteria and
analysis demonstrates a
complex grasp of the impact of
the marketing mix on overall
brand perception
Analyzes the impact of the
marketing mix on overall brand
perception

26. Analyzes the impact of the
marketing mix on overall brand
perception, but analysis is
cursory, illogical, or inaccurate
Does not analyze the impact of
the marketing mix on overall
brand perception
5.5
Brand Maturity or
Decline: Stakeholders
[MKT-400-04]
Meets “Proficient” criteria and
explanation demonstrates a
complex grasp of the role of
stakeholders in ensuring the
relevance of a brand in the
maturity or decline stage
Describes the role of
stakeholders in ensuring the
relevance of a brand in the
maturity or decline stage
Describes the role of
stakeholders in ensuring the
relevance of a brand in the
maturity or decline stage, but
description is cursory, illogical,
or inaccurate
Does not describe the role of

27. stakeholders in ensuring the
relevance of a brand in the
maturity or decline stage
5.5
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
6.5

28. Total 100%