The assignment discusses Brand elements and secondary associations. Additionally, there is a description of importance of the visual elements. So, demonstrate a critical understanding of the main theory.

Brand elements and secondary associations-importance of the visual elements

TOPIC. Firstly, brand elements and secondary associations. Secondly, the paper should critically discuss the importance of the visual elements of the brand Adidas. Such as the brand name, the logo, the packaging, any celebrity endorsements associated with the brand, and the criteria for developing effective brand elements. A brand’s elements have great importance also in the design and implementation of branding strategies. Brand associations may themselves be linked to other entities, creating secondary associations: Company (through branding strategies) Country of Origin (through identification of product origin) Channels of Distribution (through channels strategy).

Brand elements and secondary associations-importance of the visual elements

Other Brands (through co-branding) Characters (through licensing) Celebrity Spokesperson (through endorsement advertising. Events (through sponsorship) Other third party sources (through awards & reviews) The purpose of the Individual Research Paper is to enable you to demonstrate a critical understanding of the academic theory relating to your topic, and how the theory could be applied to a focal brand, Adidas. Drawing on academic research articles (TWO MUST USE PAPERS ATTACHED) relating to your topic, your Individual Research Paper should demonstrate a critical understanding of the main theory/ frameworks that prevail within that topic area and how the selected theory/ frameworks could be applied in the case of Adidas.

Brand elements and secondary associations-importance of the visual elements

Also, you should use example(s) of marketing activity you have observed within Adidas to highlight how the theory/ frameworks can be applied in practice. MARK SCHEME: Reference to relevant academic journal articles – 20% An absolute minimum of 15 academic journal articles must be used to support the application of marketing theory/frameworks to your chosen brand/company/ organisation. Finally, the articles should be relevant to your discussion and cited at the appropriate points of your paper. 

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