Keller and Sharp Theory

Assignment Description: Persuasive Essay Learning objectives: LO 7: The student synthesizes relevant theory to reveal patterns, differences, or similarities related to strategic brand management. (D7) LO 8: The student demonstrates the ability, to present, critique, and defend ideas in a clear logical, and convincing manner. (D7) Writing Your Persuasive Essay In this persuasive essay, you aim to convince the reader to accept a particular theoretical viewpoint on strategic brand management that is best suited to answer your client’s question/problem. You choose a position, based on a synthesis of Keller’s brand resonance model emphasizing brand imagery and Sharp’s emphasis on mental and physical availability. You develop arguments by presenting reasons for your position and write a well-developed essay persuading the audience to accept your position. Your position must be supported with additional academic sources (minimum of 5 additional academic sources) to present clear, convincing, and well-referenced evidence. You use language (including persuasive and rhetorical devices) to convincingly present, critique, and defend your ideas. The essay will be handed in together with the master portfolio. Assignment requirements: (in addition to the general MP requirements)• The essay has a minimum of 1200 words and a maximum of 1800 words (including in-text APA 7th edition citations, excluding title and reference list).• The cover page ( free format) should include the following: Title of the essay, name of the author, course number and name, name of the instructor.• Do not add a table of content.• Choose an informative and creative title.• Use a minimum of 5 additional academic sources other than the class textbooks (i.e. books and/or academic articles)

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