– All the requirements and instructions are listed clearly in the files attached.
– Only need Chapters 2 and 11 from the textbook (Strategic Brand Management. 5th Edition. From Kevin Keller, and Vanitha Swaminathan).
– Please also provided all the references used (Sources) at the end.
– Please read everything carefully and let me know if there are any questions.
Thank you so much!!
Part A – Financial Aspects of Branding:
Guideline: 900-1000 words for Part A.
Reflect and discuss the conflict depicted in the movie clip (linked above) from “Other People’s Money”. Consider the importance of LBO (Leveraged buyout); Market Cap; Book Value (Assets on balance sheet), Public Company; Controlling Shareholder; and Private interest.
Paper should include a discussion on the *financial aspects of branding, especially focused on measuring brand equity. Refer to knowledge from **Chapter 2 & 11 of the textbook, the class lecture, the Brand Asset Valuator.
You will be evaluated on the overall quality of the reflection (content), originality (on personal brand), and presentation (layout of your report/presentation, spelling and grammar, references, APA formatting).
*Financial aspects: please refer to the file “Article on Michael”, as well as read the file “The Last Computer Tycoon” for more information.
**The textbook name: Strategic Brand Management. 5th Edition. From Kevin Keller, and Vanitha Swaminathan.