Marketing Paper

Question 1:
Plenty of non-profit organizations as well as government agencies work on establishing a favorable brand name at the corporate (organizational name) level. Think of the US Army “Army of One,” and “Army Strong,” slogans to establish an attractive brand image.

Imagine that you are a brand management expert and you have been just hired by the IRS. The IRS does have an image problem with the American public and your job is to improve it.
1.1 In a few sentences, explain the brand image that the IRS should try to create.
1.2 Create a slogan that captures this image.
1.3 Design and describe a brief TV commercial that will communicate this image.
1.4 Create a Twitter message (no more than 140 characters) that the IRS should send to motivate the citizens to pay their taxes. The message should be based on the new image of the IRS that you are trying to establish.

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Question #2
McDonald’s and Boeing are two brand names that carry strong secondary brand knowledge through their identification with the USA, their country of origin. Both companies have a strong presence in Western Europe and do a lot of business in the European Union countries.

For each one of them explain:
2.1 How much of an advantage or disadvantage is their “country-of-origin” effect in their brand identity and image?
2.2 To what degree should they emphasize or downplay it and why?
Note: Both segments of this question refer to these companies’ strategies in the European Union and not in other parts of the world.

Do not assume that because the questions appear to be somewhat simplistic that there are not many layers and sub-topics. Be sure you explore and address the nuances of the questions. Avoid over-reliance on third party sources – you do NOT have time and they are not necessary (there is a TWO hour time limit). Use the text as needed but I will award minimal points for telling me what the text says – tell me what YOU think, why and support your answers with reason, logic and insightful analysis. Note that the rubric requires the use of third party references and citations – the textbook does NOT count nor do most websites. I strongly prefer business publications and magazines, better quality newspapers (WSJ, Washington Post, New York Times, Barron’s) as these are more representative of what professionals use in their daily lives. Journals, such as those found in Proquest, are also good options.

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