MKT354: The first part is to create the business and analyze the source of brand equity for the two main competitors in the industry: Brand Management Report, SUSS, Singapore

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University Singapore University of Social Science (SUSS)
Subject MKT354: Brand Management
  • The first part is to create the business and analyze the source of brand equity for the two main competitors in the industry that your new business will operate in. For example, if you create a fast food business, then your two main competitors maybe McDonald’s and KFC.
  • You must create a complete business with a clear idea of what product/service you will offer to the market, and what specific market gap and consumer needs your business will address. You must also justify why you think your product will sell.
  • Using the CBBE pyramid, you must then analyze the source of brand equity of the two main competitors in the industry that your new business will operate in.

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