Positioning Statement and Motto (4-5 Page Paper)In this assignment, you will create a Positioning Statement and Motto for the following brand:Jeep CherokeeUse the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.Use the provided information, as well as your own research, to assess the stated brand (Jeep Cherokee) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Jeep Cherokee General Brand Marketing Reflected in the distinctive, fluid lines of a Jeep Cherokee is the brand’s long sporting tradition. Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Jeep Cherokee cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion. 1. Target Customers/UsersWho are the target customers for the company/brand?[Insert response]How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users? [Insert response]What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived? [Insert response]What do these target customers’ value?[Insert response]2. CompetitorsWho are the brand’s competitors?[Insert response]What product category does the brand fit into? [Insert response]What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?[Insert response]3. USP (Unique Selling Proposition)How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?[Insert response]What is the brand’s uniqueness?[Insert response]What is the competitive advantage of the brand? How is it different from other competing brands?[Insert response]Does the brand have any attributes or benefits that dominate competitors?[Insert response]4. Positioning Statement & MottoDevelop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).BMW Motto: BMW is the ultimate driving machine.[Insert response]Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric. Points: 175 Assignment 1: Positioning Statement and Motto Criteria Unacceptable Below 60% F Meets Minimum Expectations 60-69% D Fair 70-79% C Proficient 80-89% B Exemplary 90-100% A 1. Define the brand’s target customers as indicated in the provided template. Weight: 20% Did not submit or incompletelydefined the brand’s target customers as indicated in the provided template. Insufficiently defined the brand’s target customers as indicated in the provided template. Partially defined the brand’s target customers as indicated in the provided template. Satisfactorily defined the brand’s target customers as indicated in the provided template. Thoroughly defined the brand’s target customers as indicated in the provided template. 2. Define the brand’s competitors as indicated in the provided template. Weight: 20% Did not submit or incompletelydefined the brand’s competitors as indicated in the provided template. Insufficiently defined the brand’s competitors as indicated in the provided template. Partially defined the brand’s competitors as indicated in the provided template. Satisfactorily defined the brand’s competitors as indicated in the provided template. Thoroughly defined the brand’s competitors as indicated in the provided template. 3. Examine the brand’s USP as indicated in the provided template. Weight: 20% Did not submit or incompletely examined the brand’s USP as indicated in the provided template. Insufficiently examined the brand’s USP as indicated in the provided template. Partially examined the brand’s USP as indicated in the provided template. Satisfactorily examined the brand’s USP as indicated in the provided template. Thoroughly examined the brand’s USP as indicated in the provided template. 4. Develop a positioning statement and motto for the brand. Weight: 20% Did not submit or incompletely developed a positioning statement and motto for the brand. Insufficiently developed a positioning statement and motto for the brand. Partially developed a positioning statement and motto for the brand. Satisfactorily developed a positioning statement and motto for the brand. Thoroughly developed a positioning statement and motto for the brand. 5. Clarity, writing mechanics, and formatting requirements Weight: 20% More than 8 errors present 7-8 errors present 5-6 errors present 3-4 errors present 0-2 errors present
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