Lee University Creation of Customer Based Brand Equity Model Discussion

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Using the same product we had in the previous assignment:

(Copied for reference)

This assignment is a section of an overall semester plan. The fictional product I am creating is a online contractor database that will be a one stop shop where contractors can sign in, accept transactions, decline transactions, invoice and receive payments, submit results, etc., for any type of courier and delivery service. The online database will also allow real time routing and tracking using geo coordinates from pinging the location of the contractors smart device (phone, tablet). The name of this platform will be called “Contractor Plus”.

Products that we would be competing against, and combining the best qualities of would be

https://inspectorade.com

https://route4me.com

Using that information – design 4 sections of this product, as outlined below.

1. Chapter 11: Creating Brand Equity. Explain your “branding” strategy for their project. Include the brand name, its equity position, and the decisions in developing the brand strategy.
2. Chapter 12: Addressing Competition and Driving Growth. Provide your competitive analysis. Who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to well-established products or brands

Chapters 11 and 12 PDF attached, as well as Parts 1 and 2 of this activity.