This paper is about 5 branding topics of UPS, each topic should be written around 500 words.
Topic 1: Find a customer journey map UPS was using in engage with their customers, discuss if the tool was or was not valuable to you in thinking about the customer experience with UPS? AND talk about Who would be the audience they track, and what experience with the UPS brand would be worthy of mapping? Are there some key touchpoints that would be worthwhile to explore?
Topic 2: What do you think the three brand character traits are used by UPS? Are these supposed traits strong or weak options for your brand? What might you do to tweak the choices and best set up your brand for success?
Topic 3: UPS-Does the brand compete more in the assets or offer positioning territories? Or do they have more of a focus on relationships, staking out approach or skills as the dominant territory? Does an intangible area such as mission play a larger than usual role in the brands positioning?
Topic 4: How does UPS brand deliver on its brand promise through experiences and relationship aspects of branding? what the company has been attempting. What is UPS brand doing right in the area of experience, and what are they doing wrong? Where do they go next?
Topic 5: Try to identify what arena the UPS has competed in, is in now, and might need to embrace in the next year or two to stay relevant and compete against upstarts.Think differently about arenas and the competitive landscape.
