Project 2: Conducting a Brand Audit
Step 1: Review Slate Case File

INBOX: 1 New Message

Subject: Thinking about the consumer and branding

 

From: Jillian Best, CEO, MCS

To: You

Attachments:

Slate Case File

Good Morning,

I have attached the Slate case file to this email. It provides additional details you will need to inform your work with Carlos Chance, their head of branding.

Branding is a very important element of marketing. As you work on this project, it is imperative that you stay focused on the consumer. Remember that a company’s customers do not buy features; they buy benefits, both tangible and intangible. It is also critical to understand customers and how the brand influences their buying decisions.

Best wishes,

Jillian

After you have reviewed the Slate case file and read about branding, proceed to Step 2, where you will examine the elements of branding decisions.

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