Brand Essence Assignment
What makes a beloved national brand truly Canadian?
Choose your favourite Canadian brand, and in a 1,000- to 1,200-word essay, tell us why this brand is synonymous with the Canadian identity.
Leading up to the main question of discussion, answer some of the leading questions below under the following subheadings:
Background
What is the brand name? How would you describe the brand?[unique_solution]
What is its stage in the product lifecycle (new, growing, mature, saturation, decline)?
Provide any other background details relevant to understanding the brand.
Brand Perception
What exactly does your brand stand for? What message or image does the company want to instill in the customer’s mind?
Identify the attributes, benefits and other associations that drive perception (advantages, values).
Brand Position and Differentiation
Where does your brand stand in the market vs. your competition? (Name the competition.)
How is your chosen brand positioned? How is your chosen brand differentiated from the competition?
Think about your brand’s USP.
Brand Essence Statement
Create a new six-word maximum “brand essence” statement – without copying any
existing essence statement or copying words from a related slogan.
It should define the quality, personality and uniqueness of the brand, following the rules for a “brand essence” statement. Remember to keep the Canadian theme.
Explain your newly created brand essence statement and why customers would recognize your brand vs. the competition.
Conclusion
Based on your research and analysis, answer the main question: What makes your beloved national brand truly Canadian?
Secondary Research
Refer to secondary research. You can look up topics related to the Canadian identity, brand development and how Canadian companies communicate national pride.
Refer to a minimum of four academic resources (scholarly articles or books) and four non-academic articles (news clippings, blog posts, etc.)
You must cite marketplace/corporate research to support your points where appropriate and follow APA style for every reference. References are essential. In-text citations required.
Essay Specifications
Space and a half (1.5 lines)
12 pt. Arial or Times Roman
One-inch margins all around (or close to it).
Provide references for all your sources/research at the end (incorporating web links as noted above).
Length: 1,000 to 1,200 words