1. Choose a product category (e.g. full-size pick up truck). 2. Pick a branded product withing that category (e.g., Ford F-150). This is your focal brand. 3. Identify the branded products competing directly against the focal brand-at least two, no more than four. 4. Look at advertising for the focal brand and the chosen competitors (more than one advertisement for each brand). 5. Describe the following for the focal brand and its chosen competitors: a. What is your brand perception for each of the brands? b. What brand personality is being projected for each of the brands? c. What brand value is being projected for each of the brands? To get a good grade: - Your answer must reflect a correct understanding of the concepts and terms involved. You can't just shoot from the hip. - Your answer must have adequate depth of understanding and correct application of the relevant concepts. - Your answer must be - well-organized and well-written: - full sentence narrative descriptions are required. Bullet point will not suffice. - free of writing, grammatical and typing errors. - You can enhance your answer by the appropriate use of charts and tables if applicable. - You must provide links to TV ads and scans of print ads that you are basing your answer on. These can be included in an appendix