brand management

by | Mar 29, 2024 | Business & Finance

Description

Research Report on Brand Management and Innovation (Individual Assignment)

NOTE: Google docs links will not be accepted.

Your assignment must be submitted in Microsoft Word format.

Select an area of Brand Management and Innovation and explore the topic through secondary research. More specific areas of investigation can be: Branding, Segmentation in Brand Management, Brand Positioning, Marketing Mix, Value Innovation and Brand extension, Customer & Customer Experience, Customer Journey, Customer Centricity, Brand Strategy, Portfolio of Brands, Personal branding, Competitive advantage, Brand Equity, Business Models.

The paper should be 5-6 pages long (1.200words +/- 10%), excluding the cover page and reference section and double-spaced with headings. A minimum of six sources (academic books and peer-reviewed articles) must be used, and all sources should be cited in the reference section. Follow the format below. The suggested length for each section is included as a guide.

  1. The Title
    The title should be specific and indicate the theme of the research and what ideas it addresses.
  2. The Introduction (1 page)
    Give an overview of the topic, your main points of information, and why this subject is essential.
  3. Thesis Statement (Included in Introduction)
    A thesis statement is a declarative sentence that asserts the position of your paper. The statement should be specific. The thesis statement should appear at the end of the Introduction section. The remainder of your paper will support this thesis.
  4. The Literature Review (2-3 pages)
    Review a minimum of six items from credible sources such as academic books and peer-reviewed journal articles, and then briefly explain how the literature helps you understand the topic.
  6. The Discussion (1-2 pages)
    Interpret and describe what you have learned from your research. Make the reader understand why your topic is important. The discussion should demonstrate what you have learned. Explain any new understanding or insights you have gained after reading your articles. The discussion should connect to your Introduction and Thesis Statement and the literature you reviewed. Do not simply repeat or rearrange the Introduction. Rather, you should demonstrate critical thinking by fully explaining your main ideas using the supporting information from your research.
  7. The Conclusion (1-2 pages)
    A concluding paragraph summarizes your main ideas and restates the paper’s main thesis. The conclusion should give the reader the sense that the paper’s stated goal has been accomplished.
  8. The References
    This assignment requires research; the finished essay will need in-text citations and a References page. Use APA format.

Modified from the following: https://library.hccc.edu/c.php?g=452139&p=3154898

Rubric

Research Paper

Research Paper
Criteria Ratings Pts

This criterion is linked to a Learning OutcomeResearch Question
20 to >17.0 pts

The question and/or objective is specific, clearly stated, interesting and relevant.

 17 to >15.0 pts

There is an identifiable question and/or objective that is clear and justified.

 15 to >13.0 pts

There is an identifiable question and/or objective but it lacks clarity and justification.

 13 to >0.0 pts

The focus of the research either is not clear or not developed as relevant or interesting.

 0 pts

The research is significantly unfocused and/or undeveloped

20 pts

This criterion is linked to a Learning OutcomeAnalysis
20 to >17.0 pts

Data analysis is compelling and described with ample evidence to support conclusions. It is clearly linked to the research question and hypothesis.

 17 to >15.0 pts

Analysis is generally clear and supported by factual findings.

 15 to >13.0 pts

Analysis is generally clear but not consistently supported by factual findings.

 13 to >0.0 pts

Data presentation is confusing and/or fails to explain some significant or relevant relationships. Might benefit from enhanced organization, structure, and/or clarity.

 0 pts

Fails to present relevant analysis

20 pts

This criterion is linked to a Learning OutcomeConclusions
20 to >17.0 pts

Results are effectively applied to the current situation with the implications thoroughly examined. Potential weaknesses are presented.

 17 to >15.0 pts

Relevant conclusions are drawn, justified, and explained.

 15 to >13.0 pts

Conclusions are drawn, justified, and explained, but lack clarity or depth.

 13 to >0.0 pts

Results and Implications are not adequately addressed. Conclusions may be poorly justified and/or surface level.

 0 pts

Fails to present conclusions, or conclusions are inappropriate to the subject

20 pts

This criterion is linked to a Learning OutcomeSources and Citations
20 to >17.0 pts

Paper demonstrates a strong effort to uncover the most relevant, most credible sources, which are used skillfully in the argument of the paper.

 17 to >15.0 pts

Paper is well researched, utilizing credible sources with appropriate citations.

 15 to >13.0 pts

Paper is generally well researched, but sources and/or citations may be lacking.

 13 to >0.0 pts

Paper could benefit from stronger, more credible sources. Citations may be lacking.

 0 pts

Paper does not include citations, or citations are unintelligible.

20 pts

This criterion is linked to a Learning OutcomeOverall
20 to >17.0 pts

Original and insightful work that is thorough and compelling. Writing is clear, concise, and unambiguous. Organization is careful and logical. Essay is generally free of spelling and grammar errors.

 17 to >15.0 pts

Informative paper that is credible, supported, and documented. Paper is organized and clear. Errors do not detract from overall ideas. Could have used better transitions between ideas. Some grammar or spelling errors.

 15 to >13.0 pts

Mostly informative paper with some gaps in quality of research, analysis, and/or presentation. Paper lacks clear organization. Errors sometimes detract from overall ideas. Some weak transitions between ideas. Grammar or spelling errors sometimes detract from overall clarity of ideas.

 13 to >0.0 pts

Minimally informative paper with important gaps in quality of research, analysis, and/or presentation. Writing needs outside support. The main ideas are getting lost as a result of the grammar and spelling errors.

 0 pts

Significantly deficient paper in multiple areas. Writing is barely legible to the point that ideas are almost entirely overshadowed by poor grammar and spelling.

20 pts

Total Points: 100

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