To carry out this assignment, you need to understand Slate’s competitors’ brand strategies, their consumers, how to acquire market knowledge through primary and secondary research, and how to use that knowledge to build and support a brand.
To start your research, visit the websites of Slate’s two biggest competitors and review both scholarly and reliable non scholarly sources to explore their branding decisions. Your research of the two companies should focus on the branding elements discussed in the previous step.
Consult a minimum of two scholarly sources and eight reliable non scholarly sources (10 total). Make sure that you use reliable, non scholarly sources such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com, Money, Forbes, Fortune, Financial Times, the Wall Street Journal, and the Harvard Business Review, as well as the UMUC Library databases such as Hoover’s and ABI/INFORM.
In addition, explore the following branding websites for relevant content:
· www.adage.com
· www.adweek.com
· www.brandchannel.com
· www.ama.org
· www.cmo.com
· www.marketingprofs.com