Stand alone question
1. Do some research and then discuss the difference in buying a product in the following channels: brick and mortar vs. online. Think about why brick-and-mortar still exists - especially those of you in small towns like me, where retailers struggle. Do you think online sales will eventually cause brick and mortar businesses to cease to exist? Why? As Congress and the President move closer to charging sales tax on everything sold online, do you believe that the added tax will level the playing field between online and brick and mortar businesses? Why?
This question has a minimum of 375 words in the body, with clear and articulate explanation, Must be in APA format, have no spelling or grammar errors, and use 3 resources, when a source is cited on the reference page, it must also appear in the body of the text. (in text citation)
Case: New Belgium Brewing (B) 3 questions on this case
This case discusses how New Belgium Brewing expanded its branding and communication strategy from a focus on word of mouth and event sponsorship to include television advertising, web-based communication, and social media. The development of New Belgium's "Brand Manifesto" is reviewed, along with the company's decisions regarding media selection, messaging components, and advertising production. Despite the company's continued growth in terms of both distribution and promotional complexity, New Belgium has remained focused on its core values of customer intimacy, sustainability, whimsy, and fun.
1.) NBB seemed to agonize over the use of the word "folly" in its advertising campaign. What do you make of the company's struggle with this decision? Also, how do you personally feel about their use of the word?
2.) New Belgium's focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium's distribution continues to expand away from that locale, how can the company make its branding and messaging resonate with consumers in different parts of the country?
3.) NBB's management is interested in creating a new television ad to coincide with the opening of its new brewing facility in Asheville, NC. How would you approach this task? Would the ad differ substantially from the original? If so, how?
Each question has a minimum of 375 words in the body, with clear and articulate explanation, Must be in APA format, have no spelling or grammar errors, and use 3 resources, when a source is cited on the reference page, it must also appear in the body of the text in each answer. (in text citation)
Case: NASCAR 3 questions on this case
This case discusses NASCAR's successful branding strategy and how it became one of the top sports in America. The history of NASCAR is reviewed, followed by an overview of NASCAR's marketing and branding strategies. Despite its unparalleled success, NASCAR has faced a number of challenges and criticisms over the past decade, most notably a loss of revenue. The case examines many of the challenges that NASCAR must address if it is to sustain its branding juggernaut and retain its top spot in the motorsports arena.
1.) Evaluate NASCAR's branding strategy in relation to its overall marketing strategy. Could NASCAR have done anything differently to insulate itself against the economic downturn?
2.) Should NASCAR become more involved in sustainability initiatives? If so, how might that be tied in with NASCAR's branding strategies?
3.) To increase fan interest and participation, NASCAR has decided to launch a regional racing series. The idea is to hold races in regional areas to promote rivalries, increase fan attendance, and increase sponsor participation. NASCAR has asked you to conduct a branding analysis of the regional series. What should the series be called? Where will races be held? What companies will be interested in sponsorship opportunities? How will the regional series fit in with larger NASCAR events?
Each question has a minimum of 375 words in the body, with clear and articulate explanation, Must be in APA format, have no spelling or grammar errors, and use 3 resources, when a source is cited on the reference page, it must also appear in the body of the text in each answer. (in text citation)