Look at the two branding cases above: MatsSoft and Apple, supplemented with any other articles relevant to these two brands, and address the following issues:
(1) Briefly describe the branding and positioning strategies of Apple and MatsSoft.
(2) How would you describe the brand personalities of Apple and MatsSoft? 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?
Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply and logically. Your paper should be 750-1500 words long, 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.
Back up your positions or opinions with references to the required reading found in the Background and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:
(1) The "why" is more important than the "what."
(2) The defense of your positions on the issues is more important than the positions you take.
Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should not be more than a few words.
When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.
Guidelines for handling quoted and paraphrased material are found at:
Anonymous (n.d.) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/resource/589/01/
Anonymous (n.d.) Avoiding Plagiarism. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/resource/589/1/
Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:
Anonymous (n.d.) Logic in Argumentative Writing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/resource/659/03/