The subject I`m choosing is Panera Bread.
1.
Taking into account the main objective of building Brand Equity as a financial asset
and competitive advantage and working with the concepts of Brand Awareness, Brand
Recognition, and Brand Image, evaluate the company you chose based on 4 of the 10 main
branding considerations discussed in chapter 5. Give specific examples of how the company
demonstrates that they understand the consideration and how it affects their branding.
2.
Find two examples of internet display advertising (not elements from the
company’s own webpage or social media accounts, emails, or search engine paid results)
place by your company. Include screen shots or snips of the ads. Describe where you found
the ad, the type of targeting used, and the type of advertising format. (see chapter 6).
3.
Find one other online acquisition attempt of the company and describe it using
concepts from chapter 6.
4.
Pretend you are a marketing manager for the company you chose. Develop a highlevel email marketing campaign using Table 7.1 as your guide as well as the information in
chapter 7 that follows.
5.
Write the content of the email using Table 7.2 as your guide as well as the supporting
information in chapter 7. Plan on writing a 1-2 page plan and a 1 page email.
Please use the worksheet provided and submit your assignment as an MS Word
document
