Importance Of a Brand in The Customer’s Eyes
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
Importance Of a Brand in The Customer’s Eyes
Student two:
I would tell her not to price match the new stores that are popping up in her area because she will never be able to go low enough to compete with them. I would tell her that she needs to offer more of what they cannot offer. She needs to offer more than just the product that only a small store can offer. Things that personalize why the customer is choosing her store over the competition. This is known as brand equity. “Brand equity refers to the importance of a brand in the customer’s eyes.” (Aaker, D. (2018, p.1).
Another thing she needs to add is marketing. Since her friend has been taking online marketing classes this would be a good place to start. She should start having digital ads pop up on websites, social media platforms, and send out emails letting consumers know about her business. She could put pictures of her store in the ads along with some reasons why people should choose her store over the competitors. She should have a direct marketing advertisement put in people’s mailboxes within a twenty to a thirty-mile radius of her store. In this direct marketing advertisement, there should be a link that customers can put into their computers to go directly to their website.
With her friend’s help, she should online target consumers that are interested in the things she sells. She needs to try and gain brand recognition. If she is the only seller of a certain product that the others do not have she will have an advantage over the other competitors.
Aaker, D. (2018, May 17). Brand Equity vs. Brand Value: What’s the Difference? Retrieved from https://www.prophet.com/2016/09/brand-equity-vs-br…
Student three:
I actually grew up in a town with a similar population. It had a town square with all kinds of small stores that had been around for years. Then Wal-Mart opened a store in the town and within five years all the stores were closed. So, I would actually tell my best friend to start developing an exit strategy because there is no way she can compete head-to-head with a giant like Wal-Mart.
However, since I can only give her marketing advice I would help her develop a low cost, community outreach, social media site driven marketing plan. I would target mommy groups on Facebook, Twitter and blogs since women make 85% of the purchasing decisions in a household (Drell, 2011).
I would tell her to incorporate short, funny, interactive clips that showcase her products on these sites to attract their attention. I would have informational videos on how to get stains out of kid’s clothes and put her own children in the videos if she has any to make it more authentic and personal.
I would recommend she gather feedback from these groups on their wants and needs and begin to stock the store with what her customers want. The one advantage of being a small business is that she can be much more personable with the public and actually incorporate their feedback quickly since she only has the one store. The other key for her is to capture the loyalty of mothers with babies and young toddlers to ensure repeat business as their children continue grow up.
She can do this by holding fun events at daycares and after school programs which would be great for marketing her store. I would also advise her to incorporate a rewards program and some sort of picture montage all around the store with pictures of the shoppers (parents and their children) as they age to make a personal connection with shoppers. Lastly, I would tell her to decorate the outside of her store in a way that no one could possibly drive by without noticing it and put a big sign up that says, “WE ACCEPT USED CLOTHES TOWARDS YOUR NEXT PURCHASE!”
References:
Drell, L. (2011). 7 tips for marketing to Moms. Retrieved from: https://mashable.com/2011/12/29/marketing-to-moms/
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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