Paper, Order, or Assignment Requirements

Individual Paper: Brand as behavior, understanding changing user behavior and market opportunity

Description of Assignment

Choose a recognizable global brand in a field you are interested in

You are applying for the role of CMO for the brand and the CEO has asked you to present to their board a short paper of ~3-4000 words to get you the job exploring the following topics:

· Who do you think our audience segments are and how well are we doing appealing to their needs and motivations?

· How are our audience’s behaviours changing as a result of digital?

· How as a brand do we need to change to appeal to our current audience and/or future audience(s)?

· How might we build up more meaningful relationships with our audience(s) in order to protect from new market entrants or threats?

· What impact will these recommendations have on our business and/or marketing activity?

Please use market references, examples and citations to ratify your recommendations.