You were asked to read several journal articles discussing marketing campaigns.
To help get the juices flowing for this week's paper...I would like you to choose a company and discuss their branding.
In order to do this, you will first need to explain what branding is. After you describe your chosen company's brand...please critique it.
Has this company accomplished what they were setting out to do? Have they reached the audience that they intended?
Articles :
- Managing for Media Anarchy:A Corporate Marketing Perspective By Margaret Bruce and Michael R. Solomon.
- Corporate communication and corporate marketing Their nature, histories, differences and similarities By John M.T. Balmer.
- The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination By Jae-Eun Kim and Kim K. P. Johnson.
- Connecting with consumers via live buzz marketing: public perceptions and the role of ethical ideology By Allan J. Kimmel.
- Exploring the integration of social media within integrated marketing communication frameworks Perspectives of services marketers By Michael John Valos, Fatemeh Haji Habibi and Riza Casidy.