These details form the basis of the main branding elements. I met with our CEO, Shanice Watts, and she wanted me to emphasize the following eight categories we would like you to analyze in your report about our two biggest competitors:
brand personality
brand image
brand identity
To carry out this assignment, you need to understand Slate’s competitors’ brand strategies, their consumers, how to acquire market knowledge through primary and secondary research, and how to use that knowledge to build and support a brand.
To start your research, visit the websites of Slate’s two biggest competitors and review both scholarly and reliable nonscholarly sources to explore their branding decisions. Your research of the two companies should focus on the branding elements discussed in the previous step.
Consult a minimum of three scholarly sources and twelve reliable nonscholarly sources (15 total). Make sure that you use reliable, nonscholarly sources such as Reuters, Bloomberg, Yahoo! Finance, Statista, Barrons.com, Morningstar.com, Money, Forbes, Fortune, Financial Times, The Wall Street Journal, and Harvard Business Review, as well as the UMGC Library databases such as Hoover’s, IBIS World, and ABI/INFORM.
In addition, explore the following branding websites for relevant content:
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