BRM 353 Wk 3 Team - Product/Brand Development: Phase II

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BRM 353 Wk 3 Team - Product/Brand Development: Phase II

Resource: Product/Brand Development: Phase II Grading Guide

Continue development of your product or brand in your Learning Team.

Research a brand that recently faced a crisis. For example: issues related to labor relations, competition, litigation, minimum wage, bankruptcy, financial constraints, generational marketing, etc.

Examples of companies/brands that faced crises in the past few years and/or continue to face a branding crisis include but are not limited to the following:

• JC Penney
• The Gap
• Best Buy
• Sears
• Sony
• NFL
• K-mart
• Wal-Mart

Prepare a 350- to 525-word paper summarizing the crisis and discuss how the situation should have been handled.

Analyze the crisis and discuss how your company will avoid a similar situation with your product or brand.