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Assignment: Positioning Statement and Motto

In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Google, or Amazon.com.

Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the template located in the Blackboard online course. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.

Click here to download the required template for this assignment.  Submit the completed template using the assignment submission link above.

OPTION A - Alfa Romeo

General Brand Marketing

Reflected in the distinctive, fluid lines of an Alfa Romeo is the brand's long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Alfa Romeo cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

OPTION B - Amazon

Amazon's Mission Statement

Amazon.com has had a clear focus and a solitary mission since it began. Founder JeffBezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company's 18-year history. It can be concluded that the success of Amazon.com as the top Internet retailing company in the world is due at least in part to their unwavering commitment to this mission and the daily execution of it. The mission and vision of Amazon.com is...

"Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online."

Amazon's 2001 Positioning Statement (when it almost exclusively sold books)

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

OPTION C - Google

Google's Mission Statement

Google's mission is to organize the world's information and make it universally accessible and useful.

Google's Motto

Don't be evil. (http://www.google.com/about/)

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