‘Brand Analysis’ offers the opportunity to develop a deeper understanding of key areas of consumer behavior. Choose a brand within a product category and collect brand-related information (e.g. advertisements, news/business articles, websites). After careful analysis of the brand’s current marketing communication, describe the areas that use of two of the following themes: Creating value for customers in order to capture value from customer in return, Customer engagement and today’s digital and social media, and Building and managing strong, value-creating brands. Identify how your brand attempts to influence, modify, or impact consumer behavior. Support your discussion with evidence that supports, explains, and/or critiques consumer behavior theory.
Become familiar with consumer behaviors, understand when the actions of a particular brand illustrate the use of a consumer behavior concept. Research and analyze your brand. Develop your understanding of the brand and identify how consumer behavior concepts have been applied in its marketing communication.