Overview

Journal activities are private between you and the instructor. In this course, the journal will be used for reflection. For this journal task, you will revisit the initial recommendations you came up with for Milestone Two and make more solid recommendations regarding your brand’s personality. You will write a brief positioning statement for your chosen brand and then record a brand pitch directed at executives for your organization.

Prompt

Review the following resources:

• Library Article: Red Bull Straight Rhythm

• Food: Serving Up Superbrands – Red Bull (Segment 16)

• Georges St-Pierre: Samurai 2.0 – Segment Two

• Ask an Expert: How to Write a Brand Positioning Statement

Then, reflect on what you learned about your brand through the SWOT analysis and audience analysis you performed in Modules Two and Three, and consider what opportunities exist for your brand to develop a competitive advantage based on that information. With this in mind, address the following in your journal assignment:

• Brand Personality: First, brainstorm a list of five to eight adjectives that describe the recommended personality of your brand. Write a one- to two- paragraph description of how these adjectives would resonate with your target audience.

• Brand Positioning Statement: Next, write a brief, one- to two-paragraph brand positioning statement that identifies your target audience and captures the unique competitive advantage of your brand.

• Statement Pitch: Finally, imagine that you must make a short PowerPoint presentation to pitch the brand positioning statement to a team of executives with your brand. Write a brief three- to five-paragraph transcript of what you would say to convince them that this is the correct way to position the brand.

Cite from the resources provided to support your responses. Be sure to include the findings from your SWOT analysis and audience analysis when completing this task. Also, remember to incorporate feedback from your instructor on this journal assignment into your Milestone Three submission and your final project.

What to Submit

Submit assignment as a Word document with double spacing, 12-point Times New Roman font, and one-inch margins.

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