In this assignment, you are asked to investigate a specific company, identify the brand strategy for the company, and to create a brand portfolio. Start by identifying and describing the Unilever company and its brands (some brands include Dove, Lipton, and Surf). Then complete the following: Use Target Corp.
- Create a brand hierarchy tree to break down at least five of the brands.
- For those five brands, what are the target markets and how are the brands positioned?
- Create a brand portfolio for Unilever. Hint: Section 11-1, “The Science of Branding,” on page 359 of your text will help you complete this task.
- What is the brand strategy Unilever is using for each brand?
- Keller, K. L. (2012). Strategic brand management (4th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 9780132664257
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