Brand Management

You will be assigned to a group for this paper.

As a group complete the following:

PART I

• Explain the concept of branding
• Explain how brands seek to create competitive advantage
• Explain brand equity and brand loyalty as related to creating competitive advantage.

PART II

Now, pick a product that you will use as an example, and share the following:

• Brand Name
• Describe the brand beyond the brand name
• How does this brand differentiate itself to create Competitive Advantage?
• Describe Brand equity and Brand Loyalty as related to this brand and how the brand has grown and sustained Brand Equity over time.
• Are there any Brand Extensions?  

Use APA format in this 5-7 page paper. In addition, include a title page and a reference page.  Reference your readings, as well as at least five other sources, and provide in-text citations

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