Media Production Management: Amazon
Choose one of the brands from the list below. Explain whether or not you think the brand you have chosen has a “brand idea”(In short, a brand idea is an identifiable principle that gives a brand a clear purpose.)
If you agree that it does have a brand idea:
Concisely state what it is—describe the concept or the principle behind the idea in no more than a single paragraph.
Summarize the brand idea in a short phrase. (For example, Target’s brand idea is “Design for all.”)
Explain how the brand brings that brand idea to life both in terms of brand actions and in terms of communications.
If you do not believe that the brand has a working brand idea:
Explain why you believe that and where the brand falls short in that regard
Describe the brand’s current communications and what those communications do for the brand if they don’t promote a higher brand idea
Suggest what the brand might do in order to establish a clear brand idea
BRANDS TO CHOOSE FROM:
Amazon
Ford
IKEA
Kaldi’s Coffee
Microsoft
Sonos
The North Face
LENGTH: 750 to 1000 words, typed double-spaced. Word count does not include references.
