COM 302 Week 3 Individual Assignment Brand Equity, Brand Awareness, and Brand Image Resources: Ch. 2 of Advertising, Promotion, and Other Aspects of Integrated Marketing Communication and the University Library Select one of the following companies or brands that have become well known in their industry or niche: Netflix, Google, Kleenex, Q-tips, Coke, Honda, Disney, McDonalds, or Verizon. Research the strategic function of branding in general and for your selected brands using the University Library, the applicable course readings, and the Internet. Write a 1,050- to 1,400-word paper in which you address the following points: The companyâ€™s desired outcomes of their marketing communications program How these brands have remained strong and viable over the long term regarding the concepts of brand image and brand equity The role brand image plays in the advertising of a particular companyâ€™s product or service How this image compares to a competitorâ€™s image in the same industry Cite at least two references other than the course texts. Format your paper consistent with APA guidelines.
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