Written Assignment #2: Brand Equity
Written assignments will be used to assess students’ application of concepts learned in the
book. Assignments are to be typed, double-spaced with the class number (HSTM 4430), your
name and date on the top of the page.
All papers should be posted via the appropriate assignments link to the instructor by the
deadline. Any late papers will receive a 2 pt. reduction each day that is late. Extenuating
circumstances beyond your control will be taken into consideration only when contact has been
made with the instructor as soon as possible.
Papers should be written using one of two formats: American Psychological Association (APA)
or the Modern Language Association (MLA). Additional tutorials and information on how to write
quality papers can be found online at the Troy University Writing Center,
http://troy.troy.edu/writingcenter/research.html. A link to this site also is included in the “External
Links” section of the course site on Blackboard.
Objective of Assignment
By using elements presented in the chapter, students will assess the brand strength of various
professional sports franchises or collegiate athletic programs or hospitality/tourism organization
such as hotel, park, etc. You may choose which program you will assess. It may be easier to
assess a professional program because of the availability of information, but feel free to use a
collegiate program as well.
Elements of Assignment
Brand Equity, Brand Awareness, Brand Image, Sources of Brand Association, etc.