MRKT/670 MRKT670 MRKT 670 According to the American Marketing
- Liberty University / Other
- 23 Oct 2017
- Price: $15
- Other / Other
MRKT 670 According to the American Marketing
“According to the American Marketing Association (AMA) a brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” (Keller, 2013, p. 2). Liberty University is also a brand that must be managed with care. In a paper of at least 500 words demonstrating course-related knowledge of brand management, answer the following questions: How would you define the Liberty University brand? How would you expand on the Liberty University brand and focus on a Christian customer base? How would you maintain the Liberty University brand image but still market it to nonbelievers? Your paper must be in current APA format and include at least 1 biblical integration and at least 2 scholarly references, 1 of which may be the course textbook. Course textbook: Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 9780132664257.
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