Running Head BRANDING ASSIGNMENT 1 Branding Assignment...

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Running Head: BRANDING ASSIGNMENT 1 Branding Assignment April Schaab Baker College
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2 Branding Assignment Branding Assignment Identify The proposed question deals with a problem establishing brand recognition and brand loyalty in the minds of the customers that were consuming a local competitor, Jones Soda Companies product over the past 3 years. Coca-Cola is a highly well-known international brand that has millions of consumers, but occasionally it needs to take a step back and evaluate its own brand in order to compete with local companies. Coca-Cola will need to rebrand its product in order to win over the customers who consumed beverages from Jones Soda Company. The key initiative is to understand the local community and align branding initiatives accordingly to fit the consumer. Deepen Jones Soda Company had a longstanding relationship with the Seattle Seahawks, an NFL football team. “The Seahawks partnership was great for Jones Soda providing brand awareness, retail activation and involvement with one of the elite NFL franchises” (Meissner, 2010).
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