discuss the significance of value in branding as well as rational and emotional values.

write separately A and B
A) MINIMUM200words
Explain, in your own words, why we need brands.
What is one of your favorite apparel or accessories brands and what
rational or emotional values does it offer you?
Chapters 1 and 2 discuss the significance of value in branding as well as rational and emotional values. Please refer to this information as you answer the questions.
B) MINIMUM 350 words
This week begins your own brand development (selecting a target customer, selecting a product category and naming your brand). I feel this is one of the most important assignments you will have in this course as your decisions here will be carried through the entire course. That is, you will make important choices here that you will build on throughout our semester……you cannot change brands mid-project so, again, select thoughtfully and be sure to review my feedback when I grade your work..
That said…..please review this list of very important suggestions:
1. Do not create your brand name without reviewing the criteria for creating a successful brand (catchy, easy to remember, easy to pronounce)
2. For a new brand attached to a new product, it certainly makes the most sense to have your brand name be somehow associated with the product or at least capture the personality of the brand/product. (Your own name or a dear one’s initials may be quite meaningful to you…. but it will probably not mean much to your target customer)
3. Word of mouth is crucial for a new brand to succeed and your customer will surely communicate a catchy, relevant name more easily than one that does not represent the product you are creating and the personality of the brand. As a reminder, if the product is “fun”…….come up with a fun brand name. If the product is sophisticated and targets a sophisticated customer, follow with an elegant sounding brand name. Please put a little extra effort here ladies and gentlemen as this brand name represents your promise to your customer!!
4. When selecting your product, chose a specific product category. (swimwear, shoes, handbags, men’s ties, athletic wear, dresses, are just a few examples.) A very broad category (women’s sportswear or men’s clothing) is less desirable for this project.
5. You are not opening a store. You are developing a brand. You will eventually create a website to promote your brand but we are focusing on the brand development, not “selling” product.
6. Do not concentrate on specific pricing. You must consider competition to be sure you are relevant and competitive but discounting a new brand is a “no-no.”
7. CHOOSE YOUR TARGET CUSTOMER, BRAND AND SPECIFIC PRODUCT CATEGORY CAREFULLY AS YOU CANNOT MAKE CHANGES ONCE YOU BEGIN BUILDING YOUR BRAND. PLEASE BE SURE TO REVIEW MY SPECIFIC FEEDBACK TO YOU WHEN I GRADE YOUR GHA.
8. Do not hesitate to reach out with any questions you may have.

For this week 2 assignment, you will begin to develop your brand ……one you will continue to develop throughout our course. Be sure to answer all highlighted questions below with a 1-2 page (total) paper. (minimum one full page) Be sure to complete all 3 steps below and refer to information in chapter 2 in your response. When complete, submit your assignment as a word doc to the week 2 GHA link above, (click on the link) no later than Saturday, end of day.
Now let’s get started…………………………………………………………………………
1. 1. Select one of the following four “customers” to target with your new brand. (you may not create your own customer)

Who will you choose, and why?
• Janice
Janice is a 38-year-old, “soccer mom” with 2 great high schoolers and a beautiful Labrador retriever. She lives in a New Jersey suburb, drives a Volvo, works out regularly (doesn’t miss her Tuesday yoga class) and volunteers at a local hospital. Her husband is a successful dentist but they live within their means. She enjoys movies and the theatre but her greatest passion is cooking. Despite having 2 fashion conscious teen age daughters, Janice prefers a more traditional styling of dress, appreciating classic over trend; quality over quantity.

• Brian
Brian graduated from college three years ago and his career in pharmaceutical sales is off to a great start. He is earning approximately $70,000 a year (with commission) and is enjoying his new apartment in Brooklyn (which he shares with a college buddy). He loves all sorts of music and sports. A long time Yankee fan, he spends a good deal of his summers at Yankee Stadium and plays on a neighborhood team in a summer softball league. He is dating a few different women and is in no hurry to settle down. While he likes to look good, he doesn’t enjoy shopping and buys most of his clothing through catalogs or on line.

• Doris
Doris is a 27-year-old woman who describes herself as a “shop- a- holic.” She is young and hip and just starting out in a career in media buying for Lucky Magazine. She lives in a very small apartment in New York City and spends every penny of her disposable income on “taking care of Doris.” When shopping, she appreciates quality products and great service and admits that high end designer brands are her weakness. When not working (or shopping) Doris escapes to Central Park for a run or to the gym for a Zumba class.

• Natalie
Natalie is a 27-year-old single mom living in Astoria, New York. She is working as a department manager in Macy’s and hopes to advance in the company. She is currently on a tight budget but she loves fashion and considers herself a fashion leader, paying close attention to current trends and often inspiring her friends and three sisters. Natalie enjoys reading fashion magazines and browsing fashion websites and has the gift of successfully mixing something old with something new to create a great look. When not working, Natalie spends much of her time with her 3-year-old son, enjoying the outdoors as much as possible.

2. After selecting ONE of the above target customers, determine an appropriate product (apparel or accessories) for him/her:
As per our lecture this week, remember that a product and a brand are not the same thing and that developing a product is different than developing a brand. Remember, also, that the brand name is the first point of contact between the consumer and the brand so make your choice carefully.

What apparel product will you choose to offer this customer? Why will you choose this product and how will you differentiate it from the competition? Compare your brand with existing brands in the market and determine where your brand will fit in the market scene.

3.Name the brand!
What will you name your brand? Why? and how will you position it?

discuss the significance of value in branding as well as rational and emotional values.

write separately A and B
A) MINIMUM200words
Explain, in your own words, why we need brands.
What is one of your favorite apparel or accessories brands and what
rational or emotional values does it offer you?
Chapters 1 and 2 discuss the significance of value in branding as well as rational and emotional values. Please refer to this information as you answer the questions.
B) MINIMUM 350 words
This week begins your own brand development (selecting a target customer, selecting a product category and naming your brand). I feel this is one of the most important assignments you will have in this course as your decisions here will be carried through the entire course. That is, you will make important choices here that you will build on throughout our semester……you cannot change brands mid-project so, again, select thoughtfully and be sure to review my feedback when I grade your work..
That said…..please review this list of very important suggestions:
1. Do not create your brand name without reviewing the criteria for creating a successful brand (catchy, easy to remember, easy to pronounce)
2. For a new brand attached to a new product, it certainly makes the most sense to have your brand name be somehow associated with the product or at least capture the personality of the brand/product. (Your own name or a dear one’s initials may be quite meaningful to you…. but it will probably not mean much to your target customer)
3. Word of mouth is crucial for a new brand to succeed and your customer will surely communicate a catchy, relevant name more easily than one that does not represent the product you are creating and the personality of the brand. As a reminder, if the product is “fun”…….come up with a fun brand name. If the product is sophisticated and targets a sophisticated customer, follow with an elegant sounding brand name. Please put a little extra effort here ladies and gentlemen as this brand name represents your promise to your customer!!
4. When selecting your product, chose a specific product category. (swimwear, shoes, handbags, men’s ties, athletic wear, dresses, are just a few examples.) A very broad category (women’s sportswear or men’s clothing) is less desirable for this project.
5. You are not opening a store. You are developing a brand. You will eventually create a website to promote your brand but we are focusing on the brand development, not “selling” product.
6. Do not concentrate on specific pricing. You must consider competition to be sure you are relevant and competitive but discounting a new brand is a “no-no.”
7. CHOOSE YOUR TARGET CUSTOMER, BRAND AND SPECIFIC PRODUCT CATEGORY CAREFULLY AS YOU CANNOT MAKE CHANGES ONCE YOU BEGIN BUILDING YOUR BRAND. PLEASE BE SURE TO REVIEW MY SPECIFIC FEEDBACK TO YOU WHEN I GRADE YOUR GHA.
8. Do not hesitate to reach out with any questions you may have.

For this week 2 assignment, you will begin to develop your brand ……one you will continue to develop throughout our course. Be sure to answer all highlighted questions below with a 1-2 page (total) paper. (minimum one full page) Be sure to complete all 3 steps below and refer to information in chapter 2 in your response. When complete, submit your assignment as a word doc to the week 2 GHA link above, (click on the link) no later than Saturday, end of day.
Now let’s get started…………………………………………………………………………
1. 1. Select one of the following four “customers” to target with your new brand. (you may not create your own customer)

Who will you choose, and why?
• Janice
Janice is a 38-year-old, “soccer mom” with 2 great high schoolers and a beautiful Labrador retriever. She lives in a New Jersey suburb, drives a Volvo, works out regularly (doesn’t miss her Tuesday yoga class) and volunteers at a local hospital. Her husband is a successful dentist but they live within their means. She enjoys movies and the theatre but her greatest passion is cooking. Despite having 2 fashion conscious teen age daughters, Janice prefers a more traditional styling of dress, appreciating classic over trend; quality over quantity.

• Brian
Brian graduated from college three years ago and his career in pharmaceutical sales is off to a great start. He is earning approximately $70,000 a year (with commission) and is enjoying his new apartment in Brooklyn (which he shares with a college buddy). He loves all sorts of music and sports. A long time Yankee fan, he spends a good deal of his summers at Yankee Stadium and plays on a neighborhood team in a summer softball league. He is dating a few different women and is in no hurry to settle down. While he likes to look good, he doesn’t enjoy shopping and buys most of his clothing through catalogs or on line.

• Doris
Doris is a 27-year-old woman who describes herself as a “shop- a- holic.” She is young and hip and just starting out in a career in media buying for Lucky Magazine. She lives in a very small apartment in New York City and spends every penny of her disposable income on “taking care of Doris.” When shopping, she appreciates quality products and great service and admits that high end designer brands are her weakness. When not working (or shopping) Doris escapes to Central Park for a run or to the gym for a Zumba class.

• Natalie
Natalie is a 27-year-old single mom living in Astoria, New York. She is working as a department manager in Macy’s and hopes to advance in the company. She is currently on a tight budget but she loves fashion and considers herself a fashion leader, paying close attention to current trends and often inspiring her friends and three sisters. Natalie enjoys reading fashion magazines and browsing fashion websites and has the gift of successfully mixing something old with something new to create a great look. When not working, Natalie spends much of her time with her 3-year-old son, enjoying the outdoors as much as possible.

2. After selecting ONE of the above target customers, determine an appropriate product (apparel or accessories) for him/her:
As per our lecture this week, remember that a product and a brand are not the same thing and that developing a product is different than developing a brand. Remember, also, that the brand name is the first point of contact between the consumer and the brand so make your choice carefully.

What apparel product will you choose to offer this customer? Why will you choose this product and how will you differentiate it from the competition? Compare your brand with existing brands in the market and determine where your brand will fit in the market scene.

3.Name the brand!
What will you name your brand? Why? and how will you position it?