Identify a company that is having significant difficulties either in establishing or maintaining its brand. Create a detailed assessment of the brand\’s position vs. competing Brands, identify the key attributes contributing to current and potential Brand Equity, and create a strategic branding initiative for the company to undertake.
Paragraph 1: Introduction
The introduction is meant to explain how the recent incident that United Airlines faced with a passenger being ejected forcefully off of an aircraft is a significant difficulty for the company in maintaining their brand image and perceptions. The end of the intro should state that this paper is meant to be a detailed assessment regarding how united airlines brand position was affected by the incident.
Paragraph 2: The Incident
This paragraph should explain the details regarding the incident and how it played out publicly.
Paragraph 3: Position & Competition
This paragraph should explain how the position of the brand was affected by the incident and the competition United faces from other airlines now that the brands equity has changed.
Paragraph 4: Strategic Branding Initiative
This paragraph should explain what united should do in order to bring back more brand equity and thus more customers through a strategic public campaign or initiative.
Paragraph 5: Conclusion
This paragraph should conclude by explaining how incidents such as the one disused about united can happen to any companies unexpectedly in this day and age, and how it is important to publicly address them in order to not worsen the brand position and possibly even better their position with a strategic initiative.
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