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What's in a Brand?

To complete this assignment successfully, you should:

Read the assignment carefully
Complete the activity as outlined below
Open and study the links

1. Open the Brand Institute Homepage below. The Brand Institute is an advertising group which offers "brand building" services to its customers. From the homepage, click on "services" in the blue banner at the top of the page. Scroll down and read for a "real-life" view of how an advertising team works to establish a brand.

Brand Institute Homepage

Open the link below. This site explores the phenomenon of brand building on the World Wide Web. In the homepage, click on the "unaided recall brand awareness quiz". You need not complete the quiz. Scroll down to "To see the results to date, click here" and click. Open two categories to gather information, the NEWS and INTERNET SOFTWARE categories.

This assignment is due on 1/29/98

Brands
In the form below answer the following questions.

1. Write down which company in the online news category has the largest brand awareness share; the internet sofware category. In each category, is the top brand awareness shareholder a well-known brand outside of the Internet?
2. Microsoft has only a fraction of the share compared to Netscape, yet microsoft is a huge brand name outside of the Internet. What factors might contribute to Netscape's advantage on the Internet compared to Microsoft?

For grading purposes, please provide the following information:

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Once you have filled in all of the areas above, click the Send the assignment button below to send the assignment to the instructor.

Send E-mail to Prof. Rich Lei.
or call (520) 523-2490

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