Over the course of the semester, you will write a weekly blog on a brand of your choice.
Choosing a Topic:
For your topic, you will analyze a particular brand (Apple, Starbucks, Prius, American Red Cross, Greenpeace, etc.) Your chosen brand should be broad enough to provide you with plenty of inspiration for weekly discussion throughout the semester, but narrow enough to allow you to focus in and research something in depth.
In your first blog post, you should outline your idea for a brand topic and tell me why you are interested in studying it and what you think the potential is for learning. I will respond with my thoughts about whether your topic is appropriate for study. Once you have received my comments, you may begin your blog.
Weekly Blogging Activity
Each week, you will write a short blog post (1,000 words) about your brand, relating it to the readings and discussions we have in class. Below are weekly questions to guide your blogging. Answer these questions in your weekly posts.
The general business media (Wall Street Journal, New York Times, Forbes, Fortune, Business Week) or specialized marketing trade magazines (Advertising Age, AdWeek) are good sources of information about your topic. I have also posted links to several brand blogs that may be helpful on the course website. You may also want to find current books devoted to your brand. You may embellish your blog by posting relevant news items, videos, and/or photographs; however, your grade will be based on your own description and analysis of your brand.
Make sure that you are moving beyond description (describing your brand’s activities) to analysis (analyzing your brand’s activities and/or performance in relation to brand theories). Use the chart below to distinguish between description and analysis: