Course Code Bco128 Course Name Advertising Media And Branding Mid ✓ Solved

COURSE CODE: BCO128 COURSE NAME: Advertising, Media and Branding MIDTERM ASSIGNMENT Task brief & rubrics Task • Define what means brand positioning • Explain unique selling proposition and provide an example • Select 1 brand from the following list and define the Dream that the chosen brand is trying to sell to that target and what makes that dream possible. Amazon, Microsoft, Google, Samsung, Coca-Cola, Toyota, Mercedes-Benz. Formalities: • Wordcount: • Cover, Table of Contents, References, and Appendix are excluded from the total word count. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style. • Individual task Submission: March 7th – Via Moodle (Turnitin).

Specific day and hour limit. Weight: This task is 35% of your total grade for this subject. It assesses the following learning outcomes: - Demonstrate the importance of advertising in the promotion of a product, service, or idea; - Understand and develop comprehensive advertising and promotional campaigns; - Assess the types of media, such as print, broadcast, interactive and out-of-home media; - Understand the concepts of brand creation and brand positioning and know how to define, deposit and manage a brand portfolio; - Define and select target publics and the appropriate media; · examine and measure views and contacts on a per-dollar basis; - Understand and optimize the promotion and advertising budget; - Be aware of the legislation, ethics, sustainability, and reputational issues Rubrics for Advertising, Media and Branding Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge & Understanding (20%) Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student understands the task and provides minimum theory and/or some use of vocabulary. Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Critical Thinking (30%) Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student provides some insights but stays on the surface of the topic. References may not be relevant. Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Communication (20%) Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck Student communicates their ideas with some clarity and concision.

It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.

Paper for above instructions

Table of Contents

1. Introduction
2. Brand Positioning
3. Unique Selling Proposition (USP)
4. Brand Analysis: Coca-Cola
1. The Dream Coca-Cola Sells
2. Making the Dream Possible
5. Conclusion
6. References

1. Introduction

Branding is an essential aspect of the marketing and advertising landscape. Understanding elements such as brand positioning and unique selling propositions (USPs) allows businesses to better communicate their value to consumers. This assignment will provide insights into these concepts and offer an analysis of Coca-Cola, a leading global brand.

2. Brand Positioning

Brand positioning refers to the strategy used by a brand to create a unique image or identity in the minds of consumers relative to competing brands. The idea is to establish the brand as the preferred choice in a specific market segment, ensuring that it resonates well with its target audience (Kotler & Keller, 2016). Effective brand positioning enables brands to differentiate themselves from competitors by emphasizing their distinct features, values, and benefits.
To develop a strong brand position, businesses often utilize the positioning statement formula: "For [target audience], [brand] is the [category] that [key benefit] because [reason to believe]" (Aaker, 1996). A clear understanding of consumer needs and perceptions is vital in crafting an effective positioning strategy.
According to Keller (2013), successful brand positioning leads to increased brand equity, customer loyalty, and allows businesses to charge premium prices due to perceived value. Brands that excel at positioning not only cater to consumer wants but also shape and influence them (Kapferer, 2012).

3. Unique Selling Proposition (USP)

A unique selling proposition distinguishes a product or service from competitors by highlighting its uniquely compelling attributes (Reeves, 1961). The USP communicates a specific benefit that solves potential customers’ problems, making them more likely to choose a brand over others.
An excellent example of a USP is M&M's slogan: "Melts in your mouth, not in your hand." This statement tells customers that they can enjoy the candy without the mess often associated with chocolate, thereby addressing a common issue faced by chocolate lovers. The effectiveness of a USP lies in its simplicity and ability to resonate with the target audience (McDonald, 2017).

4. Brand Analysis: Coca-Cola

4.1. The Dream Coca-Cola Sells

Coca-Cola has been one of the world’s most recognized and revered brands, and its marketing ethos revolves around the dream of happiness and togetherness. The brand presents itself as a facilitator of joyful moments, friendships, and shared experiences. Coca-Cola’s advertising campaigns often emphasize the value of connection, portraying its beverages as a central part of celebrations, gatherings, and life’s simple pleasures (Pendergrast, 2013).
One of the most popular campaigns, "Share a Coke," invited consumers to share drinks with friends and family, thus promoting connection and community (Chacko, 2015). In essence, the dream Coca-Cola sells is one of happiness, celebration, and unity; it positions its beverages as more than just products but as vital components of memorable experiences.

4.2. Making the Dream Possible

Coca-Cola makes this dream possible through various strategic approaches. First, they leverage comprehensive marketing campaigns that combine emotional storytelling with traditional advertising methods, such as television and social media (Keller, 2013). By telling stories that resonate emotionally, Coca-Cola creates a strong connection with its consumers, enhancing brand loyalty and encouraging repeat purchases.
Additionally, Coca-Cola invests heavily in product placement and sponsorship in high-profile events, such as the Olympics and the FIFA World Cup. These platforms allow Coca-Cola to reach a vast audience, reinforcing its presence in everyday life and special occasions (Duncan & Moriarty, 1998).
Furthermore, the brand’s consistent visual identity, logos, and color scheme contribute to its strong brand recall. Coca-Cola’s iconic red and white colors, along with its classic cursive font, are deeply ingrained in global popular culture (Wheeler, 2017). This visual consistency helps solidify Coca-Cola’s position in the market as a leader and trendsetter.
Moreover, Coca-Cola also adapts its products and marketing strategies according to varying cultural contexts, maintaining relevance across diverse markets (Lee, 2016). The brand understands that the dream of happiness and connection can have different manifestations in different cultures, allowing it to tailor its message accordingly.

5. Conclusion

In conclusion, brand positioning and unique selling propositions are vital for companies aiming to achieve a competitive advantage. Coca-Cola exemplifies how these concepts are effectively applied to create a brand identity centered around happiness and togetherness. By understanding consumer needs and utilizing creative marketing strategies, Coca-Cola successfully sells the dream of connection while fostering brand loyalty and maintaining its relevance in the global market.

6. References

1. Aaker, D. A. (1996). Building Strong Brands. Free Press.
2. Chacko, L. (2015). “The Story Behind Coca-Cola's 'Share a Coke' Campaign.” Marketing Week. Retrieved from [Marketing Week](https://www.marketingweek.com)
3. Duncan, T., & Moriarty, S. (1998). A Communication-Based Marketing Model for the Twenty-First Century. Journal of Marketing, 62(3), 1-13.
4. Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page Publishers.
5. Keller, K. L. (2013). Strategic Brand Management. Pearson Education.
6. Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
7. Lee, J. (2016). “Coca-Cola's Global Brand Management Strategy.” International Journal of Marketing Studies, 8(3), 31-45.
8. McDonald, M. (2017). "Understanding Unique Selling Propositions." Harvard Business Review. Retrieved from [HBR](https://www.hbr.org)
9. Pendergrast, M. (2013). For God, Country, and Coca-Cola. Basic Books.
10. Reeves, R. (1961). Reality in Advertising. Knopf.
11. Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley.
This comprehensive analysis of brand positioning and unique selling propositions, particularly using Coca-Cola as a focal point, demonstrates their crucial role in effective advertising and branding strategies.