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BRAND EXTENSION: WHEAT THINS
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Running head: BRAND EXTENSION: WHEAT THINS
Wheat Thins Assignment
Student name
ADV 2141: Brand Strategy & Research
Instructor: Ms. Terri S. Ryan
September XX, 2019
Introduction
APA 6th now requires all headings to be bold. The heading above can either be the title of your paper or you can call it the introduction, either way they should serve the same purpose. The introductory paragraph should describe the issue at hand, and what you will be discussing in the remainder of the paper. The last sentence of the introduction should include your thesis statement which explains what you’re going to talk about in the paper. Usually it will list the topics covered (which will be each of your supporting paragraphs). Never use first person in an academic paper such as “I” “Me” “We” etc…unless your opinion is specifically requested. In business the writing is also factual and objective.
The Snack Industry/Wheat Thins History
This is where you include the history of Wheat Thins, the ups and downs and why it’s an excellent example of the power and limitations of brand extension. Talk about advertising (include any examples)
Brand Evolution (level 3 headings, left justified upper and lower case)
Talk about how the brand has changed over the years. The new flavors available now and any other enhancements made to the product and any industry trends that may have affected changes made to Wheat Thins. Do these changes serve the brand well? Is it a good representative of industry trends. Add as much additional information you can find that supports your findings.
Competitive Set
Talk about how the competition is trying to keep pace with changing market activity. Are they following the same lead as Wheat Thins? How have they evolved and are they still in business today?
Conclusion
Your conclusion should pull the entire report together. You should summarize the entire findings by first stating what you sought to achieve, what you did, and what you found out.
References
On a separate page and doesn’t count toward page count nor does the cover page: must include three scholarly source in addition to the text. Try to use scholarly sources like business journals, not Wikipedia! Use the library and only business magazine or newspaper articles from the internet. Use at least two sources.
Example:
Kareh, A. (2018, Jan. 3). Evolution of the Four Ps: Revisiting The Marketing Mix. Forbes.com. Retrieved from: https://forbes.com/sites/forbesagencycouncil/2018/01/01/evolutionpfo-the-four-ps-revisting-the-marketing-mix.