1. This criterion is linked to a Learning OutcomeContent Organization & Presentation
Min. 6 pages in length in double-spaced excluding references; subheadings provided; page numbers inserted; minimum 7 references; in-text citations and the reference list in APA; reads well with no typos and grammatical errors
2. This criterion is linked to a Learning OutcomeBrand Positioning Strategy & Positioning Map
Positioning in reference to key competitors (no more than four in total); solid reasonings for chosen competitors; a positioning map available
3. Brand Communication
Brand communication strategies suitable for the current market environments and consumer preferences
4. How to Build Brand Equity
Leveraging secondary brand associations to build brand equity; at least two strategies utilized
5. Overall Outlook
A conclusion and a positive outlook for a long term success
