Assignment 1: Pricing and Brand Equity
Firms often look for ways to improve the return on investment in costly innovation strategies. Barone and Jewell (2013) investigated a previously unexplored benefit of innovation that occurs when a brand’s reputation as a provider of valued new offerings allows it to earn innovation credit, a form of customer-based brand equity.
Innovation credit provides brands with the license or latitude to use strategies that violate category norms without the penalty (in the form of impaired attitudes) that consumers have been shown to levy on less innovative brands. Consistent with the proposed theoretical framework, the authors posited in three studies that innovative brands are granted the license to employ nonnormative strategies without consumer sanction. In addition to providing evidence regarding the inferential mechanism underlying this licensing effect, one study shows that, under certain conditions, innovative brands not only escape the penalty associated with using atypical strategies but are actually rewarded for utilizing such approaches.
Review the following:
Use the University online library resources to identify two peer-reviewed journal articles on the concept of the innovator’s license.
Complete the following:
Write your initial response in a minimum of 300 words. Apply APA standards to citation of sources.
By Friday, June 6, 2014, post your responses to the appropriate Discussion Area.
Assignment 2: Advertising and Experience Design Strategies
In this assignment, you will analyze and assess advertising and experience design strategies. You will then evaluate and compare the strategies of two similar products from competing companies.
An area that marketing executives must manage is integrated marketing communications (IMC), which includes social media, experience design, and advertising. Communications decisions have changed over the past decade due to the Internet and other technological advances. Developing an IMC program involves setting appropriate goals, deciding on the appropriate message and tone, and selecting media. It also involves developing a media plan, setting a budget, and evaluating or measuring the effectiveness of the IMC plan.
Write a 4-pages report in Word format. Utilize at least five scholarly sources in your research. Make sure you write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources; display accurate spelling, grammar, and punctuation.
By Monday, June 9, 2014, deliver your assignment .
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