Project #70698 - MC2

Product Management & SWOT Analysis

Assignment Overview

The discussion of product management and branding may best be illustrated by comparing an iconic brand Apple, and another successful brand Philips.

Required Reading

Brand repositioning and communications A Philips case study. (n.d.). Retrieved from

Apple's branding strategy. (n.d.). Retrieved from

Check out the following websites for information about each company and their products and services.

Company profile. (n.d.). Retrieved from

Apple info. (n.d.). Retrieved from

Review this article on brand personality:

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-72.

How do consumers relate to this brand?

  1. Do they feel loyal?
  2. What emotions are involved?

Case Assignment

Look at the two branding cases above: Philips and Apple, as well as the brand personality article. Supplemented with any other articles relevant to these two brands, address the following issues:

  1. Briefly describe the branding and positioning strategies of Apple and Philips. Do they build brand loyalty? If so, what emotions are involved?
  2. How would you describe the brand personalities of Apple and Philips? Explain why you believe the personality represents each brand.
  3. What are the similarities between the two branding efforts? What are the differences?
  4. If you are a brand manager, what can you learn from these two cases?

Assignment Expectations Regarding Your References and Defense of Your Positions

Write clearly, simply and logically. Your paper should be 1000 words long (4 PAGES), excluding title pages and references; however, quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.

A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as "Branding and Positioning Strategy" instead of a sentence or a question.

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Subject Business
Due By (Pacific Time) 05/13/2015 12:00 am
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